# Enhancing value in customer journey by considering the (ad)option of artificial intelligence tools

> Research article (Journal of Business Research, 2023) · cited 38× · AI/ML

**Wikidata**: [openalex:W4384296133](https://www.wikidata.org/wiki/openalex:W4384296133)  
**Source**: https://4ort.xyz/entity/enhancing-value-in-customer-journey-by-considering-the-ad-option-of-artificial-intelligence-tools