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A. Alqudah

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Open access 2026

Organizational drivers of AI-driven business intelligence capability in marketing: Evidence from digitally transforming Jordanian commercial banks

The technological infrastructure, organizational culture, managerial engagement and analytics maturity must all work together to create AI-driven marketing intelligence as a strategic tool for the organization.

A. Alqudah, Khaled Aldarab'ah, Mutasem Turki Al-Dalaeen et al. · 0 citations

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