Commercial Strategies

Commercial Strategies

The Role of Artificial Intelligence Workflow Integration in Creating Sustainable Commercial Competitive Advantage: The Role of Organizational Dynamic Capabilities in Digital Businesses in Iran

Document Type : Original Article

Authors
seyed morteza ghayour baghbani 1
Armina Mirzadeh 2
1 Assistant ProfessorDepartment of Management, Faculty of Administrative Sciences, Imam Reza International University, Mashhad, Iran
2 1. PhD Student, Faculty of Management, ImamReza International University, Mashhad, Iran
10.22070/cs.2026.21403.1466
Abstract
Aim and Introduction: With the expansion of AI technologies and the digitalization of organizational processes, organizations are increasingly seeking to achieve sustainable competitive advantage in dynamic and competitive environments. Despite the high potential of AI to enhance the efficiency and quality of decision-making, evidence suggests that the mere adoption of this technology does not guarantee sustainable competitive advantage. In this context, AI workflow integration has emerged as a key factor that enables the strategic exploitation of AI by embedding it into the organization’s core processes. From the perspective of dynamic organizational capabilities, firms must be able to identify opportunities, adapt to environmental changes, and reconfigure resources effectively. Recent research indicates that AI value creation is largely achieved through the enhancement of these capabilities. However, the organizational mechanisms underlying this relationship—particularly in digital businesses operating in emerging economies—have received limited attention. Accordingly, this study aims to examine the mediating role of organizational dynamic capabilities in the relationship between AI workflow integration and sustainable competitive advantage.
Methodology: This study adopts an applied, quantitative, and correlational-analytical research design. The statistical population consists of managers and decision-makers of digital businesses in Iran who possess practical experience in applying artificial intelligence technologies in their professional activities. Given the specialized nature of the population and limited access to respondents, non-probability purposive sampling was employed. Data were collected using a researcher-developed questionnaire based on a five-point Likert scale. The questionnaire items were adapted from validated scales in prior studies and localized to align with Iran’s institutional and technological context. To ensure the quality of the measurement instrument, content validity and reliability were rigorously assessed, and necessary revisions were made based on expert feedback. A total of 250 valid questionnaires were collected and analyzed. The research hypotheses were tested using structural equation modeling with partial least squares (PLS-SEM) through SmartPLS software. This method was selected due to its suitability for predictive research, complex models, and non-normal data distributions.
Findings: The findings indicate that AI workflow integration has a positive and significant effect on sustainable competitive advantage in digital businesses. Furthermore, AI workflow integration positively and significantly influences organizational dynamic capabilities. The results also demonstrate that dynamic capabilities exert a significant positive effect on sustainable competitive advantage. Importantly, the analysis confirms the mediating role of organizational dynamic capabilities in the relationship between AI workflow integration and sustainable competitive advantage. These findings suggest that AI-driven workflows enhance competitive advantage not only directly but also indirectly by strengthening the firm’s ability to sense opportunities, adapt to environmental changes, and effectively reconfigure resources.
Discussion and Conclusion: In today’s digitally intensive business environment, access to advanced technologies such as AI is no longer sufficient to secure long-term competitiveness. Firms must embed these technologies into their organizational routines and leverage them through dynamic capabilities. The results highlight that AI workflow integration functions as a strategic enabler that enhances organizational adaptability and learning, thereby fostering sustainable competitive advantage. This study contributes to the existing literature by proposing an integrated model that explains how AI creates competitive value through organizational mechanisms rather than solely through direct technological effects. The findings suggest that managers of digital businesses should focus not only on investing in AI technologies but also on developing dynamic capabilities by promoting data-driven decision-making, organizational learning, and flexible resource reconfiguration. Finally, this study offers practical implications for managers and policymakers by emphasizing the importance of aligning AI initiatives with organizational capabilities and contextual conditions. By doing so, digital businesses can strengthen their resilience and secure a sustainable competitive position in increasingly competitive markets.
Keywords
Artificial Intelligence Workflow Integration
Sustainable Competitive Advantage
Digital Businesses
Organizational Dynamic Capabilities
Basic Factors
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Commercial Strategies
Volume 21, Issue 24
June 2024
Pages 115-134