The Role of Artificial Intelligence in Achieving Sustainable Competitive Advantage

Abstract

This research aims to identify the role of artificial intelligence in achieving sustainable competitive advantage. The research was applied from an academic perspective. A conceptual model was formulated and relationships were tested using structural modeling. The research reached a set of conclusions, the most important of which are: Artificial intelligence plays a vital role in enabling organizations to achieve sustainable competitive advantage by improving efficiency, enhancing customer experience, and accelerating innovation.