AI-Driven Success: Exploring the Role of Technology Readiness and Artificial Intelligence Integration on Digital Business Performance

This research investigates the interrelated influences of technology adoption readiness (TAR), AI integration in business operations (AI), and organizational digital literacy (ODL) on enhancing digital business performance (DBP) among enterprises in Southeast Asia. Methodologically, the study utilizes a quantitative methodology with a structured survey using a 5-point Likert scale. The results reveal AI integration has the strongest positive influence on DBP (β = 0.53), followed closely by TAR (β = 0.48). Notably, ODL significantly moderates the AI–DBP relationship (β = 0.36), highlighting the critical role of digital skills in unlocking AI’s strategic value. Theoretically, the study contributes to existing scholarship by challenging overly technology-centric views, emphasizing that human and organizational capabilities are indispensable for realizing AI-driven outcomes. Practically, the findings pave the way for future studies to explore contextual influences and long-term effects within digital transformation processes.