Abstract:
Digital transformation is the process of the adoption of different digital technologies by an organisation. The main objective of digital transformation is to implement and adopt different modern technologies to improve efficiency. The partner relationship management (PRM) is an application integrated with different functions of the organisations. This system uses various methodologies, software, strategies, and web-based capability for information exchange with different stakeholders. Integration of PRM with artificial intelligence (AI) can help organisation in accurate and quick decision making. Not many studies have been conducted to understand the implications of adopting AI-PRM system. In this context, the objectives of this study are to understand the role of AI-PRM in digital transformation of the organisations and how this integration can optimize the business operations.