Artificial Intelligence and Strategic Performance in Telecommunications: A Pathway to Achieving Sustainable Development Goals (SDGS)

Objective: The objective of this study is to investigate the role of artificial intelligence (AI) in strategic management within the telecommunications industry in Oman, with the aim of understanding how AI integration enhances competitive advantage and strategic performance. Theoretical Framework: The study is grounded in the unified theory of acceptance and use of technology (UTAUT), which explains technology adoption through factors like performance expectancy, effort expectancy, and facilitating conditions. Method: A quantitative approach was employed, utilizing structured questionnaires to collect data from 243 employees across Oman's top three telecommunications companies (Omantel, Ooredoo, and Vodafone Oman). Structural equation modeling (SEM) was used to analyze the relationships between AI integration, competitive advantage, strategic performance, and the moderating role of technological capability. Results and Discussion: The findings reveal that AI integration significantly improves strategic performance and competitive advantage. Competitive advantage partially mediates the relationship between AI and performance, while technological capability moderates these relationships, amplifying AI's positive effects. Research Implications: The study offers practical insights for telecommunication firms to strategically adopt AI, emphasizing the need for robust technological infrastructure and employee training. Originality/Value: This study adds to the body of knowledge by empirically confirming AI's strategic influence and by addressing gaps in industry-specific research. Its significance is in offering telecommunication companies practical plans to use AI for sustained competitive advantage and improved performance.