Why AI proficiency matters: reframing AI assimilation, agility, and performance in women-led ventures

Artificial intelligence (AI) and other advanced technological developments are becoming more widely recognised as essential drivers for increasing efficiency because they have the ability to completely transform almost every activity both inside and outside of an organisation. Nevertheless, the existing literature remains limited in its empirical investigations of how AI integration can enhance organisational outcomes, including entrepreneurial agility, customer agility, and entrepreneurial performance. Building upon the framework of technological dominance (TTD) and the dynamic capability view (DCV), this research examines the ramifications of AI assimilation (AIASS) on entrepreneurial performance (EP). Subsequently, it evaluates the role of entrepreneurial agility (EA) and customer agility (CA) as a mediator on the AIASS-EP link. Furthermore, the research probed the moderating influence of AI proficiency (AIP). This research employed a cross-sectional methodology, utilising 358 valid responses from Indian women entrepreneurs to validate the suggested framework. The results substantiate that AIASS is a significant determinant of EP, EA, and CA, having more potent impacts on CA. Additionally, EA and CA were identified as partly complementing mediators in the AIASS and EP link. Moreover, AIP was found to positively moderate the association between AIASS and EA. These results improve the TTD and DCV frameworks and offer practitioners important new information. These findings' ramifications are examined, emphasizing their applicability to both practice and research. Acknowledging some of the study's inherent limitations opens the door for further investigation.