Artificial intelligence in B2B decision-making: improving partner selection and business partnerships

This research analyses the application of artificial intelligence (AI) to manage partner relationships by B2B enterprises. It creates a theoretical model to comprehend the prerequisites for artificial intelligence - partner relationship management (AI-PRM) deployment and its effect on company revenue by building on the viewpoint of dynamic capability and the ability to absorb theory. Structural mathematical modelling is used in research to evaluate the concept using datasets from 427 B2B companies. According to the results, whenever an AI-PRM solution is implemented, businesses enhance their efficiency in operation and generate economic value via personalized relationship management and interaction. The research emphasizes how certain scales are needed in the study to accurately represent the elements and criteria for the widespread use of AI-PRM.