Titre : Artificial Intelligence and the Reform of Commercial Practices: A New Approach 

Auteurs : Marwa Belguith,  

Revue : Entropy: Thermodynamics – Energy – Environment – Economy  

Numéro : Special issue 

Volume : 6 

Date : 2026/02/18 

DOI : 10.21494/ISTE.OP.2026.1422 

ISSN : 2634-1476 

Résumé : 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. 

Éditeur : ISTE OpenScience