KUMARI, Sonia; SHAIKH, Raja; BHAYO, Mujeeb-u-Rehman. Role of AI in driving Operational Efficiency, Customer Engagement, and Competitive Advantage. IBT- JOURNAL OF BUSINESS STUDIES, [S. l.], v. 21, n. 2, p. 139–160, 2026. Disponível em: http://ojs.ilmauniversity.edu.pk/index.php/ibtjbs/article/view/289. Acesso em: 6 may. 2026.