Exploring the Business Value Generated by Artificial Intelligence in the Digital Strategy Era

Abstract

This qualitative research study investigates into the complicated landscape of business value creation through the application of artificial intelligence (AI) in contemporary digital strategies, focusing on the perspectives of 10 AI experts based in Islamabad, Pakistan and Fudan University, China. The primary objectives of this study are threefold: firstly, to comprehend the alleged impact of artificial intelligence on business value as articulated by AI experts; secondly, to explore the diverse ways in which AI shapes organizational success and competitive advantage; and thirdly, to investigate the ethical considerations associated with the integration of AI into digital strategies. The research adopts a qualitative approach, utilizing semi-structured interviews as the primary method of data collection. Participants are selected through purposive sampling, ensuring their expertise, experience, and relevance to the research topic. The interviews are designed to facilitate an in-depth exploration of participants' perspectives, with a rigorous incorporation of ethical considerations throughout the research process. The collected data will undergo thematic analysis, systematically identifying, analysing, and reporting patterns within the qualitative data. Anticipated findings are expected to offer a rich understanding of how AI experts perceive the impact of AI on business value, providing insights into the multifaceted ways in which AI influences business operations, strategy development, and overall performance in the digital era. The implications of this study extend to informing strategic decision-making for business leaders, aiding policymakers in developing ethical policies governing AI implementation, and contributing to the academic discourse on the strategic implications of AI adoption. Overall, this primary qualitative study, rooted in the experiences and perspectives of 10 AI experts, enriches the broader understanding of AI's role in shaping business value within the digital era.