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Der zielgerichtete Einsatz von K\u00fcnstlicher Intelligenz birgt das Potenzial f\u00fcr Effizienzsteigerung und Unterst\u00fctzung in verschiedenen Gesch\u00e4ftsbereichen, darunter auch Marketing und Vertrieb. Trotz der zunehmenden Bedeutung von K\u00fcnstlicher Intelligenz bleibt der Einsatz in kleinen und mittleren Unternehmen oft z\u00f6gerlich. Das Ziel dieser Studie ist die Herleitung eines ganzheitlichen Ansatzes f\u00fcr eine mit KI-Werkzeugen unterst\u00fctzte Customer Journey. Diese Arbeit untersucht daf\u00fcr speziell den potenziellen Einsatz von K\u00fcnstlicher Intelligenz in der Kundenkommunikation von kleinen und mittleren Unternehmen im produzierenden B2B-Sektor. Basierend auf zehn leitfadenorientierten qualitativen Interviews mit Praktikern aus produzierenden B2B-KMU werden deren spezifische Herausforderungen in der Kundenkommunikation identifiziert und der Einsatz von KI als potenzielle L\u00f6sung gepr\u00fcft. Die Ergebnisse zeigen, dass der Einsatz von KI in der Kundenkommunikation produzierender B2B-KMU Potenzial birgt, um bestehende Herausforderungen zu mindern, wobei die Einsatzm\u00f6glichkeiten je nach Datenverf\u00fcgbarkeit variieren. Die vorliegende Arbeit tr\u00e4gt dazu bei, produzierenden B2B-KMU aufzuzeigen, wie sie K\u00fcnstliche Intelligenz einsetzen k\u00f6nnen, um ihre Herausforderungen zu bew\u00e4ltigen und die Kundenkommunikation zu optimieren.<\/jats:p>","DOI":"10.1365\/s40702-024-01132-w","type":"journal-article","created":{"date-parts":[[2024,12,1]],"date-time":"2024-12-01T23:12:44Z","timestamp":1733094764000},"page":"134-152","update-policy":"https:\/\/doi.org\/10.1007\/springer_crossmark_policy","source":"Crossref","is-referenced-by-count":0,"title":["Einsatz von K\u00fcnstlicher Intelligenz im B2B Customer-Relationship-Management: Identifikation von Herausforderungen und Einsatzpotenzialen in produzierenden kleinen und mittleren Unternehmen","The Use of Artificial Intelligence in B2B Customer Relationship Management: Identifying Challenges and Potential Uses in Small and Medium-sized Manufacturing Companies"],"prefix":"10.1365","volume":"62","author":[{"given":"Jana","family":"Fili","sequence":"first","affiliation":[]},{"given":"Daniel","family":"Alt","sequence":"additional","affiliation":[]},{"given":"Luisa-Simone Karin","family":"Katzenberger","sequence":"additional","affiliation":[]},{"given":"Simon","family":"Christoph","sequence":"additional","affiliation":[]},{"ORCID":"https:\/\/orcid.org\/0009-0000-1246-3377","authenticated-orcid":false,"given":"Alexander","family":"Piazza","sequence":"additional","affiliation":[]}],"member":"93","published-online":{"date-parts":[[2024,12,1]]},"reference":[{"key":"1132_CR1","series-title":"Studies in Big Data","doi-asserted-by":"publisher","DOI":"10.1007\/978-3-031-42455-7_31","volume-title":"Cutting-edge business technologies in the big data era. 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