“…Focussing on AI technology specifically, it has been shown to contribute to improved decision-making and overall firm performance (Bag, Gupta, Kumar, & Sivarajah, 2021) thanks to the ability to generate insights and knowledge from a variety of digital data sources such as for example social media information. Multiple studies have also discussed how AI can support buyer-seller exchanges in the sales process (Luo, Tong, Fang, & Qu, 2019;Paschen, Wilson, & Ferreira, 2020), contract negotiations (Schulze-Horn, Hueren, Scheffler, & Schiele, 2020), or throughout the purchasing process (Schiele & Torn, 2020). Gligor, Pillai, and Golgeci (2021) have recently discussed the potential dark side effects of AI on B2B relationships, such as exacerbated power asymmetries or reinforced organizational inertia.…”