Kumari, Sonia, Raja Shaikh, and Mujeeb-u-Rehman Bhayo. 2026. “Role of AI in Driving Operational Efficiency, Customer Engagement, and Competitive Advantage”. IBT- JOURNAL OF BUSINESS STUDIES 21 (2):139-60. http://ojs.ilmauniversity.edu.pk/index.php/ibtjbs/article/view/289.