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Selling AI in B2B SaaS : How AI-native and incumbent B2B SaaS firms communicate value and trust in enterprise AI markets

Khan, Ali Ayub (2026)
Pro gradu -tutkielma

Enterprise artificial intelligence (AI) creates a practical communication problem for business-to-business software-as-a-service (B2B SaaS) vendors. Enterprise buyers are asked to evaluate systems whose quality, governance, ...