This research is a continuation of previous research that discusses the relationship between the Marketing process based on the General Procedure of the Sales or Marketing process with Activity Theory (AT) for the development of Artificial Intelligence (AI). The previous discussion requires a deeper understanding of contradictions in business process frameworks. In this case, the eTOm (enhanced Telecom Operational Map) Business Framework is used, especially in telecommunication companies. Thus, quantitative research will be obtained so that there is the potential for contradictions to arise from the socio-cultural side based on AT. AT in the design methodology is used on a collaborative scale. The activity system is intended to systematically understand the eTOM business framework, which has been built historically and relates to each other in its design towards the use of AI technology. By using AT as a theoretical framework, it's hoped that it will offer a wealthy holistic know-how of ways humans collaborate, i.e., perform useful collective activities, with the assistance of state-of-the-art tools, in this case, AI, withinside the complicated dynamic surroundings of contemporary-day organizations.