A Study on the Strategic Capability for the Competitive Advantage of the Company with the Mediating Role of Artificial Intelligence Adoption in Iraqi Banks

Abstract

The banking industry in Iraq, especially after 2003, has witnessed significant transformations. Amid these changes, competition among banks to attract customers and offer innovative services has intensified. In this context, artificial intelligence (AI) has emerged as a novel tool, creating new opportunities for banks. This research examines the impact of AI adoption on the company’s competitive advantage, with the mediating role of strategic capability in Iraqi banks. The research methodology is mixed (qualitative followed by quantitative). Initially, a review of the literature and relevant articles was conducted to analyze the company's strategic capability, marketing competitive advantage, and the mediating role of AI. Then, based on interviews, relevant indicators were identified and determined. After these factors were clarified, a questionnaire was designed based on the identified components and distributed to a specific sample within the target population to test the proposed model. According to the research findings, AI adoption can be utilized as a strategic tool to enhance strategic capability and the company’s competitive advantage in Iraqi banks.