Assessing Organizational Users’ Intentions and Behavior to AI Integrated CRM Systems: a Meta-UTAUT Approach

Abstract This paper tests the meta-analysis based unified theory of acceptance and use technology (meta-UTAUT) model to predict behavioral intentions organizational users their behavior artificial intelligence (AI) integrated customer relationship management (CRM) systems. Data was collected from 315 in India. The hypotheses draw on theoretical underpinnings which have been statistically validated. Results show that CRM quality satisfaction significantly influences an organization’s employees attitudes AI compatibility systems has, however, a limited impact attitudes. findings, are aligned with extended UTAUT model, provide useful insights into organizations decision-makers for designing