The business value of AI: Organizational AIgility* to improve market performance

Abstract

Big Data Analytics-driven Artificial Intelligence (BDA-AI) holds immense potential for delivering competitive advantages to firms. Despite this potential, limited research exists on the mediating role of organizational agility in the relationship between BDA-AI capability and market performance. This study adopts the Dynamic Capabilities View (DCV) to conceptualize and define BDA-AI-based capabilities, proposing a research model that elucidates how organizational agility influences a firm's market performance. Data collected from 100 professionals is utilized to test hypotheses associated with the research model. Results indicate that BDA-AI enhances organizational agility, thereby improving market performance. This research contributes to the understanding of BDA-AI utilization in practice by adopting a dynamic capabilities perspective and examining AI's pivotal role in generating business value through organizational agility.

Date of Award	4 Feb 2024
Original language	English
Supervisor	Rogier van de Wetering (Examiner) & Pien Walraven (Co-assessor)