STRATEGIC MANAGEMENT: INNOVATION AND TECHNOLOGY STRATEGY - THE ROLE OF ARTIFICIAL INTELLIGENCE IN STRATEGIC DECISION-MAKING

This paper discusses innovation and technology strategies with a specific focus on the integration of Artificial Intelligence (AI) into corporate strategic planning. As businesses face growing pressure to adapt in an increasingly digital and competitive landscape, AI has emerged as a transformative tool with the potential to enhance decision-making, streamline innovation processes, and optimize resource allocation. Drawing on, theoretical frameworks and empirical process, this study investigates how AI is reshaping the formulation and execution of innovation and technology strategies. Particular attention is paid to the dual nature of AI’s impact: its capacity to generate strategic advantage and the managerial and ethical challenges it poses. Based on an approach, including case studies and thematic analysis, the research highlights emerging patterns in AI adoption, and the organizational capabilities required to manage this technological shift. The findings aim to contribute to both theoretical understanding and managerial practice in the field of innovation and technology strategy.