From capabilities to performance in AI-driven B2B SaaS: Website interactivity and regional differences under digital transformation

This study investigates the role of exploration and exploitation capabilities in driving B2B SaaS performance, emphasizing the mediating function of AI-enabled website interactivity and differences across regional markets in the United States and Asia Pacific. Using ambidexterity theory and analyzing survey data collected from 362 B2B SaaS providers, we find distinct regional patterns. Specifically, US-based providers achieve enhanced B2B SaaS performance through both direct relationships with exploration and exploitation capabilities, and indirectly via website interactivity. Conversely, Asia Pacific providers benefit solely through the indirect, mediating effect of website interactivity. The study further examines the moderating role of technological turbulence, revealing that higher levels of technological turbulence intensify the positive mediation effect of website interactivity. Additionally, by incorporating social interaction as a new, fourth dimension of website interactivity, the research presents a broader perspective on how SaaS providers can leverage AI-enabled website interactivity. This study enriches the B2B marketing literature by illustrating the critical mediating role of website interactivity in transforming organizational ambidexterity into enhanced performance outcomes. Practically, US providers should simultaneously pursue innovation and operational efficiency, whereas Asia Pacific providers should focus specifically on strengthening website interactivity as a strategic pathway to superior performance. • Drawing on ambidexterity theory, this study examines exploration and exploitation capabilities relate in B2B SaaS firms. • Website interactivity mediates the effects of exploration and exploitation capabilities on B2B SaaS performance. • Technological turbulence strengthens the mediating role of website interactivity in B2B SaaS performance. • Social interaction is introduced as a fourth dimension of AI-enabled website interactivity • Regional differences emerge: US firms show direct and indirect effects, whereas Asia Pacific firms show indirect effects.