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Sponsored AI AM CLAUDE, A Beginner's Guide: Learn the basics of working with AI AI AM CLAUDE, A Beginner's Guide: Learn the basics of working with AI

Author

I. Pavlinić

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Review Open access Oct 2026

Artificial Intelligence as a Catalyst for CRM Operational Efficiency in Retail Banking

Artificial intelligence (AI) is increasingly transforming customer relationship management (CRM) in retail banking by improving customer targeting, campaign execution, and decision-making. This paper examines how AI contributes to CRM operational efficiency through the lens of dynamic capabilities theory (DCT). The stu...

I. Pavlinić, Maja Martinović, Hrvoje Maljak · 0 citations

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