The uncertainty and increasing competitiveness of markets, also linked to the progressive spread of digital technologies, make it necessary to implement flexible business management policies that can ensure business continuity (Marques & Ferreira, 2009). The digital age has led to the spread of different technologies (Schwab, 2016) that have changed the habits of consumers and companies (Jovanović et al., 2018; Kaartemo & Helkkula, 2018). Industry 4.0, Artificial Intelligence (AI), Big Data, Internet of Things, cloud databases, social networks, blockchain and fintech applications are considered the engine of the fourth industrial revolution (Schwab, 2016). Among these, Artificial intelligence is considered one of the most promising digital technologies, having already brought important benefits in different business sectors (Serafini & Garcez, 2016). AI represents a complex of “intelligent” systems “created to use data, analysis and observations to perform certain tasks without the need to be programmed to do so” (Antonescu, 2018).