“…In other words, B2B marketers were not only seeking to adopt AI technologies in general B2B administration but also wanted more value-added services to increase profits (Backhaus et al, 2010). Other themes were of less salient, including 'algorithm' (Schellhorn, 2009;Piao et al, 2009), 'service' (Lei et al, 2008;Chun and Wong, 2007) and 'marketing' (Laínez et al, 2010;Li and Li, 2009;Li, 2007). As shown in Figure 7, most of these overlap with the major theme 'B2B', indicating they are significantly connected to B2B marketing (e.g., such as adopting novel algorithms to improve B2B marketing services).…”