Determining the Transformative Role of Artificial Intelligence and Big Data in Saudi Telecom Companies: An Empirical Study

Abstract

Disruptive technologies like artificial intelligence and big data analytics have altered and transformed how organizations operate. Of these two disruptive technologies, artificial intelligence stands as the latest technological disruptor holding immense potential for transforming the marketing and retail landscape. Practitioners from across the world try to figure out and understand the AI solutions that are best fit for their marketing and retail functions. This study aims to determine the transformative role of artificial intelligence and big data in the Saudi telecom companies’ context. Resource-based theory was used to examine how resources like AI and Big data analytics can help drive a competitive advantage if customized to a particular organizational need. A sample of 268 respondents were surveyed and the collected data was analyzed using the central tendency measures, t-test, and Pearson correlation. The study found a relationship between artificial intelligence and big data analytics, creating a marketing plan, effective organizational performance, creating promotional information, developing marketing strategies, and creating competitive prices.  It also concluded that the use of artificial intelligence in telecommunications companies led to a transformation in retail and marketing activities, and the use of big data in telecommunications companies led to a transformation in retail and marketing activities. The study highlights theoretical and practical implications for harnessing these technologies more effectively and identifies areas for future research.