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Lugo Manuel Barbosa-Guerrero

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Open access Sep 2026

Exploring the impact of AI-Enabled Marketing on business performance in SMEs

It is concluded that initiatives promoting AI adoption must clearly communicate its concrete benefits and how managers can effectively foster adoption while addressing employee insecurities regarding AI technology.

Y. Cancino-Gómez, Lugo Manuel Barbosa-Guerrero, Jairo Jamith Palacios-Rozo · 0 citations

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