Abstract
This paper links negative emotions to AI and examines their influence on aversion to collaborating with AI in customer relationship management. It aims to understand working with AI-CRM and considers AI-based recommendations in marketing decision-making. This article is empirically supported by three experimental studies involving over seven hundred B2B customer relationship management-committed managers. It demonstrates that eXplainable Artificial Intelligence (XAI) is a tool that can help mitigate the dark sides of collaboration with AI and increase the propensity to incorporate its suggestions in customer relationship management decision-making.
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