“…In the present digital era, AI is considered a catalyst for business process transformation, enabling organizations to have real-time analysis, learn more about their customers and forecast future steps (Nosova et al, 2022). Therefore, AI is expanding outside engineering, information technology, and data analytics, gradually becoming a crucial ally of marketing (Liu et al, 2023;Mehta et al, 2022;Ameen et al, 2022;Gao & Liu, 2022;Huang & Rust, 2020), finance and accounting (Mihai & Dutescu, 2022;Shi, 2020), banking (Doumpos et al, 2023;Elrefai et al, 2021) and human resources (Bhat et al, 2022;Charlwood & Guenole, 2022).…”