Objectives Artificial intelligence has rapidly gained the attention of the international community. Businesses, including those that operate in electronic commerce, are using artificial intelligence to increase performance, and they are investing in its implementation. The current research explores the influence of artificial intelligence capability on both organisational creativity and performance, as well as proposing a modified research model. Material and Methods The study uses a survey questionnaire for collecting primary data from participants and applies quantitative research methods to analyse the collected data. Results The results revealed that artificial intelligence capability has a significantly positive influence on both organisational creativity and performance. Moreover, the results confirm that organisational creativity has a significant positive influence on organisational performance. Conclusion Artificial Intelligence has a direct influence on both Creativity and Performance within organisations. In addition, some suggestions for future research directions are highlighted.
Husam AlFahl (Tue,) studied this question.