Authors:
Md. Asif Hasan, Md. Tanvir Rahman Mazumder, Md. Caleb Motari, Md. Shahadat Hossain Shourov, Mrinmoy Sarkar

Addresses:
School of Business, Montclair State University, Montclair, New Jersey, United States of America.   School of Information Technology, Washington University of Science and Technology (WUST), Alexandria, Virginia, United States of America. Department of Information Technology Management, Webster University, Webster Groves, Missouri, United States of America.

Abstract:

This article aims to find out how effectively AI-based dashboards and automated tools are used by small and mid-sized brokerage firms in the United States to improve CRM processes. Based on information from 200 CRM specialists, the research focuses on the extent of AI usage, its effectiveness, the organisation’s preparedness, the reasons for not implementing it, and future expansion plans. It has been found that slightly more than half of respondents (55.5%) are already using AI dashboards, and most rate them positively. The analysis suggests that utilising an AI dashboard is closely tied to a company’s decision to adopt AI. In contrast, issues such as staff resistance and inadequate training hinder AI's usefulness and future popularity. Analysis of the factors and reliability indicates that the scales for AI effectiveness and barriers are reliable. The results suggest that AI has been useful for improving workflows, but companies still face problems due to organisational and technical reasons. This research provides practical guidance to professionals and officials in CRM, software development, and policymaking who aim to support digital transformation in America’s brokerage sector.

Keywords: AI Dashboards; CRM Automation; Small Brokerages; U.S. Financial Firms; Technology Adoption; Customer Relationship Management; Workflow Efficiency; Organisational Readiness.

Received on: 01/09/2024, Revised on: 03/12/2024, Accepted on: 22/01/2025, Published on: 12/06/2025

DOI: 10.69888/FTSSSL.2025.000490

FMDB Transactions on Sustainable Social Sciences Letters , 2025 Vol. 3 No. 2, Pages: 55-73

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