AI based decision making: combining strategies to improve operational performance

This study investigates the strategic alignment between marketing and information technology (IT) strategies provides production operations decision makers a model for improving operational performance. Based on comprehensive literature review, combined were used to develop novel decision-making framework. The hypothesised relationships of an SEM are validated with data collected from 242 managers various industries. An artificial intelligence (AI)–based method is developed using neural networks (ANN) feeding into framework which explores optimality strategies. results indicate that (a) IT strategy positively mediated by performance (b) organisational structure moderates mediation analysis confirms extracted based proposed have superior compared existing paper contributes conceptualising empirically testing role strategy, decision-making. use three-phase uses AI processes improves efficiency, increases insights enhances accuracy complex problems at level in industries such as manufacturing. It could help executives apply effective decisions.