One of the most significant changes to the corporate environment over the past ten years has been brought about by the development of digital technology and the internet. Internal organisational structures have changed as businesses migrate to a digital environment dominated by online business models and digital marketing (DM) strategies. In order to gather both statistical and factual data, this research article takes into account a hybrid approach of data collection (primary quantitative or survey and secondary qualitative). In order to determine the perspectives and experiences of both employees and consumers regarding the application of artificial intelligence (AI) in the Business to Employee (B2E) e-business model, a survey is undertaken. The integration of AI in the B2E e-business model and its impact on customer services are other topics that are the subject of existing research, academic publications, reports and case studies that are gathered and examined utilising qualitative analytical approaches. The results of this study's research project show how incorporating AI into the B2E e-business paradigm can enhance customer services.