Driving success for women entrepreneurs in KSA by leveraging AI and agility: insights from the theory of technology dominance (TTD)

Purpose This research aligns with Saudi Vision 2030 and aims to investigate the impact of AI assimilation on entrepreneurial performance, focusing on the mediating role of entrepreneurial agility and the moderating effect of AI proficiency, guided by the theory of technology dominance (TTD). Design/methodology/approach Data were collected from a sample of 390 women entrepreneurs in Riyadh, Saudi Arabia, engaged in small and medium-sized enterprises within low-technology service industries, where the adoption of intelligent decision aids is on the rise. The dataset was analyzed by using the structural equation modeling (PLS-SEM) technique to ensure robust empirical validation and hypothesis testing. Findings The findings indicate that AI assimilation enhances entrepreneurial performance through increased agility. However, AI assimilation alone is insufficient for achieving optimal agility and improved entrepreneurial performance; the proficiency of the entrepreneur in AI is also crucial. When an entrepreneur’s skills and expertise align with AI assimilation, their agility is significantly enhanced, leading to better entrepreneurial performance. Originality/value In line with the objectives of Saudi Vision 2030, this study emphasizes how crucial it is for Saudi Arabian women’s enterprises to embrace AI to improve their agility and decision-making. To guarantee alignment with organizational systems, which will increase innovation and workforce involvement, entrepreneurs should place a high priority on AI expertise. To assist these initiatives, policy improvements should concentrate on AI education, certifications, training and funding.