Artificial Intelligence and Medical Devices Distribution in the Business-to-Business Market

Artificial Intelligence (AI) breathes new life into digital business, facilitating the creation of smart services and promoting digital transformation. When organizations strive to execute the digital first approach, AI is now regarded as one of the top five developing technologies (Madhav & Tyagi, 2022, pp. 411-452). Because of the rising maturity and availability of AI technology, it is expected that 70% of enterprises will create AI architectures (Simon, 2019). Without a doubt, the age of AI is approaching (Meske et al., 2022). AI has recently piqued the interest of many scholars in their respective domains. Many researchers have examined the use of AI in many contexts (Ahmed et al., 2022; Wang, 2019), including information systems (Gursoy et al., 2019), tourism and hospitality (Li et al., 2019), marketing (Syam & Sharma, 2018; Vlačić et al., 2021), logistics and supply chain (Belhadi, 2021), and financial management (Culkin & Das, 2017; Popkova & Parakhina, 2019, pp. 939-946). According to research findings, AI has the ability to revolutionize the way enterprises and customers interact, resulting in greater commercial advantages, such as increasing efficiency, increasing effectiveness and decreasing cost (Kuzior et al., 2019).