ARTIFICIAL INTELLIGENCE AND ORGANISATIONAL DECISION-MAKING: THE ROLE OF DATA QUALITY, SYSTEM INTEGRATION, AND USER COMPETENCY

The increasing integration of artificial intelligence into business information systems has significantly transformed organisational decision-making processes by enhancing data analysis, predictive capabilities, and operational efficiency. This study investigates the impact of artificial intelligence data quality, artificial intelligence system integration, and user competency on decision-making effectiveness in organisations operating in Pakistan. This study adopts a quantitative and explanatory research design using cross-sectional primary data collected from 200 managers, information technology professionals, and organisational decision-makers working in artificial intelligence-enabled organisations across banking, information technology, telecommunications, and manufacturing sectors. This study employs multiple linear regression based on the ordinary least squares estimation technique to examine the relationships among the variables. The empirical results reveal that artificial intelligence data quality, artificial intelligence system integration, and user competency have significant positive effects on decision-making effectiveness. The findings indicate that organisations with reliable data infrastructure, integrated artificial intelligence systems, and competent users achieve more accurate, timely, and strategically aligned decisions. The study contributes to the literature on artificial intelligence and business information systems by providing empirical evidence from an emerging economy context and by integrating technological and human capability determinants into a unified analytical framework. The study further offers managerial implications for organisations seeking to enhance the responsible and effective implementation of Artificial Intelligence technologies in decision-making environments.