Artificial Intelligence and Business Intelligence: Enhancing Agility and Innovation in Digital Media Ecosystems
Abstract
Business intelligence shows a significant relationship with competitive advantage in the market within competitive digital media ecosystems. This paper explores how Artificial Intelligence and Business Intelligence influence competitive advantage, specifically within digital media ecosystems. The study was conducted in the UAE and cross-sectional data was collected from IT companies and businesses operating in UAE. The study is based on a sample of 204 questionnaires completed by managers and owners of IT companies in Dubai. Structural equation modeling analysis was performed. The findings indicate that there is a positive correlation between business intelligence, business agility and maintaining a competitive edge in the global digital market. The results supported the main hypothesis and showed a positive and significant relationship between business intelligence and competitive advantage particularly in the digital media industry. Business process agility significantly mediated the relationship between business intelligence and competitive advantage. Since there is limited research surrounding the practical application of BI and business agility concepts to gain a competitive edge This research provides valuable insights into the practical application of BI and business agility, offering a framework for further study and implementation in digital media ecosystems.