Artificial intelligence capabilities, generational involvement, and competitive performance: Case of Tunisian family businesses

Anchored in Dynamic Capabilities Theory, this study examines the effect of Artificial Intelligence (AI) capabilities on the competitive performance of family firms and the moderating role of generational involvement. Using survey data from 120 Tunisian family firms adopting AI between 2021 and 2024 and applying confirmatory factor analysis and structural equation modeling, the findings show that AI capabilities significantly enhance firm performance, while generational involvement has no moderating effect. This challenges the assumption that intergenerational transitions inherently drive innovation and provides novel evidence from Tunisia that performance gains stem primarily from the strategic integration of AI rather than generational dynamics. The results offer actionable insights for policymakers and managers seeking to promote effective AI adoption in family firms and have broader relevance for similar contexts worldwide.