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Author

Khaled Aldarab'ah

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Open access 2026

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

Banking is now going through a rapid digital transformation which is generating a highly data driven marketing landscape, owing to the presence of Artificial Intelligence (AI). Although banks make significant investments in AI-powered Business Intelligence (BI) systems, many of them face challenges with turning data re...

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

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