In recent times, there has been a surge of interest in the transformative potential of artificial intelligence (AI), particularly within the realm of online advertising. This research focuses on the critical examination of AI’s role in enhancing customer experience (CX) across diverse business applications. The aim is to identify key themes, assess the impact of AI-powered CX initiatives, and highlight directions for future research. Employing a systematic and comprehensive approach, the study analyzes academic publications, industry reports, and case studies to extract theoretical frameworks, empirical findings, and practical insights. The findings underscore a significant transformation catalyzed by AI integration into Customer Relationship Management (CRM). AI enables personalized interactions, fortifies customer engagement through interactive agents, provides data-driven insights, and empowers informed decision-making throughout the customer journey. Four central themes emerge: personalized service, enhanced engagement, data-driven strategy, and intelligent decision-making. However, challenges such as data privacy concerns, ethical considerations, and potential negative experiences with poorly implemented AI persist. This article contributes significantly to the discourse on AI in CRM by synthesizing the current state, exploring key themes, and suggesting research avenues. It advocates for responsible AI implementation, emphasizing ethical considerations and guiding organizations in navigating opportunities and challenges.

In today’s rapidly evolving world, the integration of artificial intelligence (AI) technologies has become paramount, offering unparalleled value propositions and unparalleled consumer experiences. This study delves into the transformative impact of five AI activities on brand experience and consumer-based brand equity within the retail banking landscape of Lebanon. Employing a quantitative deductive approach and a sample of 211 respondents, the research employs structural equation modeling to analyze the data. The findings underscore the significant influence of four AI marketing activities on brand experience, revealing that factors such as information, accessibility, and customization play pivotal roles, while interaction has a less pronounced effect. Importantly, the study unveils that brand experience acts as a partial mediator between AI marketing activities and consumer-based brand equity. These revelations not only illuminate pathways for retail banks in Lebanon to refine their AI strategies but also underscore the importance of leveraging AI-driven marketing initiatives to bolster customer equity, acquisition, and retention efforts in an increasingly competitive market age.

Business organizations use job advertisements to find and attract the high-quality workforce they need. Skillfully crafted job advertisements not only provide job-related information to job seekers but also help develop a strong employer brand in the employee market. Based on signaling theory and person-environment fit theory, we propose that the content and specificity of information provided in job advertisements influence job advertisement effectiveness through various mechanisms. In a scenario-based experiment on 310 young job seekers, we probed the direct and indirect effects of job advertisement informativeness on job pursuit intentions. Using structural equations modelling and multi-group path analysis, the mediating roles of perceived job appropriateness and ad truthfulness, along with the moderating role of previous employment experience, were examined. By manipulating the information content of a hypothetical job advertisement, we demonstrated that: a) both advertisement informativeness and perceived job appropriateness had positive direct effects on application intentions, while the latter had a greater effect; b) perceived job appropriateness mediated the relationship between advertisement informativeness and job pursuit intentions; c) the indirect (mediated) effect of advertisement informativeness on application intentions was moderated by previous employment experience; d) perceived ad truthfulness did not exert any significant effect on application intentions. These findings imply that HR practitioners should provide specific information in job postings to help candidates, especially those with less work experience, evaluate how well the job suits them and increase their motivation to apply.

Tourism experiences are inherently multisensory, engaging visitors’ senses of sight, sound, smell, taste, and touch. This study addresses the gap in literature by investigating the impact of visual and auditory landscapes on tourist emotions and behaviors within coastal tourism settings, using the Stimulus-Organism-Response (SOR) model. Data collected from tourists in Sanya, China, were analyzed using structural equation modeling. The results indicate that both visualscape and soundscape significantly influence tourist emotions (pleasure and arousal) and subsequent loyalty. Pleasure and arousal mediate the relationships between environmental stimuli and tourist loyalty, emphasizing their roles as emotional bridges between the environment and behaviors. These findings highlight the importance of integrating local cultural and community elements into tourism to enhance socio-economic benefits and ensure sustainable development. By fostering a deep connection between tourists and the local environment, these sensory experiences support the preservation of cultural heritage and promote sustainable tourism practices, aligning with the goals of economic development and public policy. The study contributes to the theoretical understanding of multisensory tourism by integrating the SOR model in coastal tourism and emphasizes the roles of visual and auditory stimuli. Practically, it provides insights for tourism managers to improve tourist experiences and loyalty through careful management of sensory elements. This has implications for infrastructure development, particularly in enhancing the quality of soft infrastructure such as cultural and social systems, which are crucial for sustainable tourism and community well-being. Future research could include additional sensory dimensions and diverse destinations for a comprehensive understanding of sensory influences on tourist behaviors and emotions. This research aligns with the broader goals of the policy and development by addressing critical aspects of infrastructure and socio-economic development within the tourism sector.

The emerging growth digital application has driven ecosystems integrating digital banks and e-commerce platforms, enabling seamless, efficient transactions. This study examines the impact of user experience and satisfaction on reuse intention in this integrated environment. Using a mixed-method approach, data were collected through surveys of 471 respondents and interviews with 30 participants. Quantitative data were analyzed using structural equation modeling, while qualitative data were processed through content analysis. Results show that perceived ease of use, usefulness, reliability, value, and risk significantly affect user experience, while perceived security does not. These findings aim to help digital banks and e-commerce platforms design effective CRM strategies to enhance satisfaction and reuse intention.

Gastronomic tourism is a form of travel that has gained relevance today, making it crucial to understand the promotion and management strategies in specific destinations. This systematic review article aims to analyze these strategies, highlighting the importance of cultural authenticity and collaboration between local actors. The methodology used is aligned with a descriptive and correlational approach, using criteria of exhaustiveness and relevance to review ethnographic research and scientific articles. The results reveal the influence of ancestral knowledge on cultural tourism, as well as the challenges of food heritage and food transculturation. In this sense, the need to design promotional strategies that promote traditionality, identity and cultural empowerment in local communities is highlighted. In conclusion, this study provides a comprehensive understanding of gastronomic tourism promotion and management strategies, underscoring the importance of preserving cultural authenticity and promoting local collaboration for the sustainable development of gastronomic tourism.