In an increasingly advanced digital era, micro, small, and medium enterprises (MSMEs) face new challenges and opportunities in enhancing their sales performance. The use of innovative technologies, such as ChatGPT and Customer Relationship Management (CRM), is key to improving operational efficiency and strengthening MSME competitiveness. This study aims to analyze the impact of integrating ChatGPT and CRM on MSME sales performance with operational efficiency as a mediating variable. The research employs a quantitative approach using SEM-PLS methodology to explore the relationships between relevant variables. The study was conducted on 100 MSMEs in Subang Regency, Indonesia, using an online questionnaire as the data collection tool. The findings indicate that the integration of ChatGPT and CRM significantly affects MSME sales performance in Subang Regency, with operational efficiency as a mediating variable. First, ChatGPT has been shown to have a significant positive impact on MSME sales performance. This technology facilitates the adoption of new technologies, enhances customer interaction, and enables better service personalization, which directly impacts increased sales volume, sales growth, and revenue. Second, effective CRM implementation also demonstrates a significant positive influence on MSME sales performance. Good customer data management, customer satisfaction, and customer loyalty contribute to increased sales volume, sales growth, and revenue. Third, operational efficiency proves to play a significant mediating role in the relationship between ChatGPT and CRM integration and MSME sales performance. Improvements in operational efficiency through reduced processing times, optimized resource use, and cost reduction support increased sales volume, sales growth, and revenue.

This paper shows empirically the impact of organizational and behavioral determinants on the CEO's investment horizon choice, using artificial intelligence explanatory methods. We apply our approach to 100 Saudi firms. We test the effect of three organizational determinants: ownership concentration, board independence, and CEO remuneration system; and three behavioral determinants: myopia, the locus of control and commitment, on the CEO's investment horizon choice. The study’s key finding is that executives' commitment bias is the most important variable in terms of modal value that affects firms' long-term investment choice. We also find a positive and significant relationship between myopia and long-term investment choice, whereas the lowliest determinant of the horizon choice is the locus of control. More generally, these results show that CEOs who are likely to be the most myopic may display long-term behavior with the existence of high cognitive involvement.