The Impact of AI-Integrated Dashboards and Automation on CRM Workflow Optimization in U.S. Small and Mid-Sized Brokerage Firms

Authors

  • MD ASIF HASAN Department: Feliciano School of Business, Degree: MS in Digital Marketing Analytics (MSDMA) University: Montclair State University Author
  • Md. Tanvir Rahman Mazumder School of Information Technology, MS in Information Technology Washington University of Science and Technology (WUST), USA Author
  • Md. Caleb Motari Department: Feliciano School of Business, Degree: MS in Digital Marketing Analytics University: Montclair State University Author
  • Md. Shahadat Hossain Shourov Department: Information Technology Management, Degree: MA in IT Management University: Webster University Author
  • Mrinmoy Sarkar Department: School of Information Technology, Degree: Master of Science in information technology (MSIT) University: Washington University of Science and Technology (WUST) Author

Keywords:

AI dashboards, CRM automation, small brokerages, U.S. financial firms, technology adoption, customer relationship management, workflow efficiency organizational readiness

Abstract

This article examines how effectively AI-driven dashboards and automated tools are being utilized by small and mid-sized brokerage firms in the United States to enhance CRM workflows. Drawing on responses from 200 CRM professionals, the study explores the extent of AI adoption, its perceived usefulness, organizational readiness, reasons for non-adoption, and future expansion plans. The findings show that slightly more than half of the participants (55.5%) currently use AI dashboards, and most users report favorable experiences. The analysis reveals a strong association between AI dashboard usage and an organization’s decision to adopt AI, while challenges such as employee resistance and insufficient training reduce its effectiveness and limit future adoption. Factor analysis and reliability testing confirm that the scales measuring AI effectiveness and barriers are sound. Overall, the results indicate that although AI tools contribute to smoother CRM processes, organizations continue to encounter both structural and technical obstacles. The study provides practical insights for CRM practitioners, software developers, and policymakers seeking to advance digital transformation in the U.S. brokerage industry.

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Published

2025-12-19

Issue

Vol. 2 No. 1 (2025): Journal of Theoretical and Applied Econometrics

Section

Articles