ENHANCING INTERNAL INTEGRATION THROUGH AI: A RESOURCE-BASED VIEW WITH DATA-DRIVEN CULTURE AS MODERATOR

Abstract This study examines the impact of artificial intelligence (AI) usage on internal integration within large industrial firms in Jordan. It investigates the moderating role of data-driven culture in this relationship. Grounded in Resource-Based View theory, we develop and test a conceptual model proposing that AI usage positively influences internal integration, with this effect being stronger in organizations with a well-established data-driven culture. Data collected from 345 large industrial firms in Jordan undergoing digital transformation were analyzed using structural equation modeling. Results indicate that AI usage significantly enhances internal integration by facilitating cross-functional coordination and information sharing. Furthermore, a data-driven culture strengthens this relationship, highlighting the importance of cultivating appropriate organizational values and practices when implementing AI technologies. This study contributes to the literature by empirically validating the AI-internal integration relationship in a developing economy context and identifying data-driven culture as a crucial contingency factor. For practitioners, our findings suggest that successful AI implementation requires both technological integration and cultural alignment.