Artificial intelligence as a factor in optimising strategic management and strengthening the competitive position of an enterprise

This purpose of the paper is to develop a conceptual framework that seamlessly combines established strategic management principles with the transformative capabilities of AI. By examining the integration of dynamic capabilities, the strategic role of data and algorithms, and the ethical and leadership challenges associated with AI adoption, the study seeks to identify practical approaches for leveraging AI as a core strategic asset. The objective is to facilitate the transition from traditional, plan-based strategies to adaptive, learning-oriented models that support sustainable competitive advantages in a volatile market environment. The research findings demonstrate that integrating AI into strategic management not only enhances operational efficiency but also creates new avenues for competitive differentiation. Through detailed case analyses—ranging from logistics optimization and real-time inventory management to personalized customer service and adaptive pricing models—the study reveals that AI transforms vast amounts of structured and unstructured data into actionable insights. These insights enable companies to predict market trends with high accuracy, automate decision-making processes, and rapidly adjust to evolving consumer demands. Moreover, the results emphasize that aligning AI technologies with organizational culture and leadership is crucial for mitigating risks related to data quality, ethical concerns, and potential strategic imitation by competitors. In conclusion, the integration of AI into strategic management represents a powerful mechanism for companies to not only optimize internal processes but also to build and sustain long-term competitive advantages. The proposed framework bridges the gap between classical strategic theories and contemporary digital capabilities, offering a practical roadmap for business leaders navigating the complexities of digital transformation. Future research should further refine the methodologies for assessing AI-driven strategic initiatives and explore the broader impact of AI on evolving business models. Ultimately, AI stands as a catalyst for continuous innovation and strategic growth, enabling enterprises to thrive in an increasingly dynamic and uncertain market landscape.