Artificial intelligence integrated with customer relationship management (CRM) systems has revolutionized organizations’ means of analyzing their huge volumes of customer data. To effectively respond to and manage the opportunities and challenges that arise from this, organizations are developing competencies and processes that evolve their agility, fine-tuning them to the artificial intelligence customer service system (AICS) and wider digitalization setting. In this context, this study identifies the factors impacting the adoption of an AI-integrated CRM system (AICS) in agile organizations as a part of their digitalization strategy. Methodologically, the research builds its theoretical foundation on extant works to develop hypotheses and a corresponding conceptual model. The model is quantitatively validated through a survey across the spectrum of Indian companies, following expert-based pretesting and pilot testing, and subsequently it is statistically tested using the partial least squares structural equation modeling (PLS-SEM) technique. The results, contextualized against the backdrop of organizational agility, identify and elucidate the relationship between stakeholders and perceived value and easiness of AICS, between employee trust and attitude, and the influence of attitude and behavioral intention as key mediators towards AICS adoption. The findings are conclusively transcribed into tangible implications for practice and explicit avenues for future research.

集成了客户关系管理（CRM）系统的人工智能彻底改变了组织分析其大量客户数据的方法。为了有效地应对和管理由此带来的机遇和挑战，组织正在开发可扩展其敏捷性的能力和流程，并将其微调到人工智能客户服务系统（AICS）和更广泛的数字化设置。在这种情况下，本研究确定了影响敏捷组织采用AI集成CRM系统（AICS）作为其数字化战略一部分的因素。从方法上讲，该研究在现有工作基础上建立了理论基础，以发展假设和相应的概念模型。该模型通过基于专家的预测试和中试测试，通过对印度公司范围的调查进行定量验证，然后使用偏最小二乘结构方程模型（PLS-SEM）技术进行统计测试。结果在组织敏捷性的背景下进行了语境化，确定并阐明了利益相关者与AICS的感知价值和易用性之间，员工信任度和态度之间的关系以及态度和行为意图的影响，这些因素是采用AICS的关键中介。这些发现最终被转化为对实践的切实影响以及对未来研究的明确途径。然后使用偏最小二乘结构方程模型（PLS-SEM）技术对其进行统计测试。结果在组织敏捷性的背景下进行了情境化，确定并阐明了利益相关者与AICS的感知价值和易用性之间，员工信任度和态度之间的关系以及态度和行为意图的影响，这些因素是采用AICS的关键中介。这些发现最终被转化为对实践的切实影响以及对未来研究的明确途径。然后使用偏最小二乘结构方程模型（PLS-SEM）技术对其进行统计测试。结果在组织敏捷性的背景下进行了情境化，确定并阐明了利益相关者与AICS的感知价值和易用性之间，员工信任度和态度之间的关系以及态度和行为意图的影响，这些因素是采用AICS的关键中介。这些发现最终被转化为对实践的切实影响以及对未来研究的明确途径。态度和行为意图的影响作为采用AICS的主要中介者。这些发现最终被转化为对实践的切实影响以及对未来研究的明确途径。态度和行为意图的影响作为采用AICS的主要中介者。这些发现最终被转化为对实践的切实影响以及对未来研究的明确途径。