Business process transformation to maintain high performance: Driving an AI-based business value project
Keywords:
artificial intelligence, business process, business value, IT capabilities, firm performanceAbstract
This study investigates the impact of Artificial Intelligence (AI) on firm performance, emphasizing the business value generated by AI-enabled transformation projects. Employing a four-step sequential approach, including (1) analysis of AI concepts and technologies, (2) in-depth review of cross-sector case studies, (3) data collection from AI solution providers’ databases, and (4) literature review. This research draws on the theory of IT capabilities to examine AI’s influence at organizational and process levels. The analysis is based on 500 case studies from sources including IBM, AWS, Cloudera, Nvidia, Conversica, and Universal Robots. Findings reveal that AI, encompassing technologies such as machine translation, chatbots, and self-learning algorithms, enhances business performance by optimizing processes, automating operations, improving information flows, and enabling predictive and interactive capabilities. However, performance gains are realized only when organizations leverage AI features to reconfigure and innovate their processes. AI adoption thus emerges not merely as a technological upgrade but as a driver of strategic transformation and competitive advantage. The study offers both theoretical and managerial contributions. Theoretically, it proposes a model for assessing AI’s business value, addressing gaps in the literature. Managerially, it guides decision-makers in aligning data, talent, domain expertise, partnerships, and scalable infrastructure to maximize AI benefits. By viewing AI as an integrated set of IT configurations rather than a standalone tool, organizations can achieve higher performance, enhance investment returns, and strengthen competitive positioning. These insights position AI as a critical enabler for new business models and sustainable organizational growth.
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