Aluno: Hamed Hokmabadi (104656/D)

Título: "Enhancing Business Resilience Through AI-CRM Agent And Agile Marketing For E-Commerce"

Data: 20/02/2026

Hora: 10h00

Local:  V1.05 (Pavilhão de Civil)

Constituição da CAT:

Presidente: Professor Tânia Rodrigues Pereira Ramos (IST)

Orientador: Professor Celso Augusto de Matos (IST)

Co-orientadores: Professora Susana Isabel Carvalho Relvas (IST) e Professor Nuno Gonçalo Cordeiro Marques de Almeida (IST)

Membro Externo: Professor João Ricardo Paulo Marques (ISCTE)

Membro Externo: Professor Simoni Rohden (NOVA IMS)

Breve descrição do trabalho de investigação: This research investigates the integration of AI-powered CRM agents with agile marketing strategies to strengthen business resilience in e-commerce, supporting UN SDGs 8, 9, and 12. Although AI is increasingly adopted in CRM and marketing, gaps remain in comprehensive frameworks addressing AI-CRM adoption, trust dynamics, and ethical governance in retail contexts. The study aims to: (1) develop a conceptual framework linking AI-CRM, agile marketing, and business resilience; (2) create a digital maturity assessment tool to evaluate AI readiness; (3) design a procedural model for deploying AI-CRM agents; and (4) validate the approach through a case study of Worten, a leading Portuguese e-commerce retailer. By combining literature review, empirical research, and industry collaboration, the project will identify critical success factors and provide actionable guidelines for scalable AI-CRM implementation. Expected contributions include advancing theoretical understanding, offering practical frameworks for SMEs, and informing policy recommendations for responsible AI adoption in dynamic digital markets.