Recent Technologies and AI Applications for Business Transformation

This book examines the transformative impact of digital technology across business, marketing, and finance. This book explores how digital tools are reshaping customer engagement, organizational performance, and financial practices. Part I focuses on digital marketing strategies and the role of AI in business. It investigates the impact of social media on Jordan’s banking sector, the importance of green marketing in brand development, and the use of intelligent systems for organizational change. The section highlights how businesses are leveraging data to boost customer loyalty and market value. Part II shifts to strategic financial management. It covers the role of FinTech in enhancing financial services, managing risks, and improving business intelligence. It also examines the ethical and educational aspects of digital governance, including AI’s influence on auditing, blockchain in financial reporting, and the effect of digital tools on financial decision-making. This book is a valuable resource for scholars and professionals interested in the future of business and finance in a digital age.

Dr. Haitham Alzoubi is a professor of Operations at Skyline University College, UAE, and serves as the vice-president of GAFTIM (the Global Academic Forum on Technology Innovation and Management). Recognized among the top 2% of world scientists (2022/23/24), Dr. Alzoubi has made significant contributions to the fields of technology innovation and management. He is the editor-in-chief of several peer-reviewed journals and has chaired numerous IEEE and Springer conferences. He published over 300 publications most in top-tier journals with 65 h-Index. Dr. Alzoubi’s work has had a profound impact on academia and industry. Additionally, he is an editor and author of several international books, further cementing his role as a leading figure in his field.
Dr. Jassim Ahmad Al-Gasawneh is an associate professor of Digital Marketing at the University of Petra, Jordan, with a Ph.D. in Marketing (Digital Marketing) from University of Malaysia Terengganu (2020). Before transitioning into academia, he gained extensive experience across multiple industries, including banking, sales, and customer service, providing him with a real-world perspective that enriches his teaching and research. His academic career spans both Jordan and international institutions, having taught in Saudi Arabia and Malaysia, which allowed him to integrate global business insights into marketing education. Dr. Al-Gasawneh has demonstrated strong leadership in academic and professional settings. He has served as Head of the Marketing Department at Applied Science Private University and currently chairs key accreditation committees, including CIM and IIMP accreditation.
Dr. Piazza is a senior lecturer in Economic Sociology at the University of Greenwich. Anna’s research interests revolve around interorganizational networks and social cybersecurity in organizations. Specifically, her research interests draw upon the sociological perspective to investigate how social relationships impact individual and organizational outcomes, addressing dynamics of interorganizational collaboration, information sharing, and the socio-relational aspects of cybersecurity. More recently, her work looks at leadership, diversity, and gender.