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The recent advances in machine learning and deep learning algorithms, along with the advent of generative AI, have led AI to become the “new normal” in organizations. This trend has extended to CRM, resulting in the development of AI-enabled CRM systems, or AI-CRM. Despite the growing adoption of AI as part of competitive strategies, many firms report minimal or no positive effect of AI on performance. This study addresses the research questions: “What are the critical features of AI-CRM systems?” and “How do these features impact organizational competitive advantage?” To explore this, we aim to identify key characteristics of AI-CRM and assess their impact on organizational performance. In Study 1, we utilize BERTopic topic modeling to extract critical features of AI-CRM from user reviews. Study 2 employs PLS-SEM to examine how these features influence organizational competitive advantage. Study 1 reveals four main characteristics of AI-CRM (general, marketing, sales, and service/support), each comprising distinct features. Study 2 shows that these characteristics differentially impact CRM capability, significantly affecting performance and competitive advantage. The findings offer valuable insights for both theory and practice regarding the effective use of AI in organizations.

The use of virtual reality as a safety training technology is gaining attention in the construction industry. While current studies focus mainly on the development of VR-based safety training programs, studies focusing on improving its effectiveness is still lacking. Thus, this study aims to understand the psychological process of training transfer and determine the factors that affect VR safety training effectiveness. The study analysed survey data from 248 construction workers who finished construction safety training using VR using PLS-SEM. The results show that the telepresence experienced through the VR and the risk perception of the trainees regarding occupational accidents significantly affect their satisfaction with VR safety training, which affected its effectiveness. Considering that the use of VR in the construction safety training context is still in its early stages, the results of our study, which comprehensively analyses both the technological and psychological aspects of VR safety training, could provide meaningful implications to VR training content developers. Furthermore, the theoretical approach of our study could be implemented in future studies focusing on the topic of training effectiveness.