Finding the Factors by Integrating the AI Model and Business Analytics Risk Assessment on Firm Organization
Abstract
In general, the data-centric revolution is rejoicing over the widespread use of Artificial intelligence (AI) and business analytics to use the potential and success of firms fully. Nevertheless, there are few studies investigating the impact of AI integrated business analytics (AI-BA's) unforeseen effects on a company's competitive advantage. Amidst this context, this research aims to determine how elements like opacity of AI - BA, perceived risk and sub-optimal business choices cause operational inefficiencies and competitive disadvantages. The suggested study model incorporates the perspective based on resources, the dynamic capability viewpoint, and the theory of contingencies to understand how an opacity of AI-BA impacts a negative performance and firm's risk environment. The sample size (mid-level, operational, and senior) representing different service industries and company sizes in India. According to the findings, AI-BA opacity was caused by ineffective training of key personnel, poor quality data, and a lack of governance. Consequently, operational inefficiencies set in, and businesses make less-than-ideal choices due to increased perceived risk. According to the research, a company's operational inefficiency puts it at a competitive disadvantage due to negative growth in sales and dissatisfied personnel. The results also show that contingency plans have a significant moderating influence on the nomological chain.