The impact of AI-driven decision-making on the strategic ecosystem of firms

Artificial Intelligence is increasingly used in managerial decision-making and is changing the way firms organize and innovate. This study explores how AI-driven decision-making is connected with business model innovation, organizational capabilities, experimentation practices and firm performance. A quantitative research approach was followed using a structured questionnaire completed by senior representatives from different firms (N = 66). The analysis includes descriptive statistics, reliability tests, correlations and regression models. The findings show that AI-driven decision-making does not appear to have a strong relationship with firm performance on its own. Instead, performance differences seem to depend more on how AI is integrated into organizational routines, particularly through capability development, experimentation and business model changes. Overall, the results suggest that AI mainly supports innovation-related processes within firms.