Vesterinen M, Mero J, Skippari M, Karjaluoto H. The Impact of Generative AI on B2B Marketing Processes: Evidence from Industrial Firms. In: Vidmar D, Pucihar A, Kljajić Borštnar M, Bons RWH, Glowatz M, Zimmermann HD, eds. 39th Bled EConference: Co-Creating Human-Centred and Responsible Digital Futures; Conference Proceedings. Vol. 39. Bled eConference. University of Maribor Press; 2026:523-536. doi:10.18690/um.fov.4.2026.32