TY  - Type of reference 
TI  - Artificial Intelligence and the Reform of Commercial Practices: A New Approach 
AU  - Marwa Belguith 
AB  - This article explores the impact of artificial intelligence (AI) integration on business models through a quantitative study conducted with 214 Tunisian companies. The results reveal a positive association between AI adoption and several dimensions of performance: operational optimization, organizational improvement, and personalization of the customer experience. However, the study also highlights several barriers to widespread adoption, including ethical concerns related to data protection and organizational resistance to change. These findings underscore the need for companies to combine technological investments with proactive management of human and ethical impacts in order to fully leverage the strategic potential of AI in an evolving economic environment. 
DO  - 10.21494/ISTE.OP.2026.1422 
JF  - Entropy: Thermodynamics – Energy – Environment – Economy  
KW  - Artificial intelligence (AI), business models, organizational performance, operational optimization, customer experience personalization, change resistance, ethical challenges, Intelligence artificielle (IA), modèles d’affaires, performance organisationnelle, optimisation des opérations, personnalisation de l’expérience client, résistance au changement, enjeux éthiques,  
L1  - https://www.openscience.fr/IMG/pdf/iste_entropie25v6nspe_7.pdf 
LA  - en 
PB  - ISTE OpenScience 
DA  - 2026/02/18 
SN  - 2634-1476 
TT  - L’Intelligence Artificielle et la Réforme des Pratiques Commerciales : Une Nouvelle Approche 
UR  - https://www.openscience.fr/Artificial-Intelligence-and-the-Reform-of-Commercial-Practices-A-New-Approach 
IS  - Special issue 
VL  - 6 
ER  -