The Mediator Role of Artificial Intellıgence in the Influence of Corporate Strategies and Competitive Strategies on Company Performance

Abstract

This study examines the mediating role of Artificial Intelligence (AI) and its effects on firm performance in terms of corporate and competitive strategies. The focus of this research is the finance and telecommunications sectors, as these are the most common and first areas to use digital technologies. Data were collected from 569 employee in these indutsries. Frequency distribution analyses, explanatory and confirmatory factor analyses, reliability analysis, correlation analysis and structural equation modeling were applied to the data. According to the findings of the research, corporate and competitive strategies have significant effects on AI and company performances. It has been determined that AI has a significant impact on company performance. In addition, the partial mediating effect of AI was found in the effect of corporate and competitive strategies on company performance.