In e na ional Jou nal o Cu en Science Resea ch and Re iew
ISSN: 2581-8341
Volume 08 Issue 10 Oc obe 2025
DOI: 10.47191/ijcs /V8-i10-07, Impac Fac o : 8.048
IJCSRR @ 2025
www.ijcs .o g
4937 *Co esponding Au ho : Amal Kammoun Volume 08 Issue 10 Oc obe 2025
A ailable a : www.ijcs .o g
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S a egic Managemen in The E a o A i icial In elligence Implica ions,
Oppo uni ies, and Challenges
Amal Kammoun
Doc o o Managemen , Uni e si y o S ax, Tunisie
ABSTRACT: Wi h he ise o a i icial in elligence (AI) echnologies, new pe spec i es a e eme ging o ans o m manage ial
p ac ices, pa icula ly in he ield o s a egic managemen . These echnologies, which a e he esul o inno a ion in he IT sec o ,
imply a ede ini ion o he s a egic managemen . The la e has been conside ed h oughou managemen science li e a u e as a
d i e o compe i i eness, de elopmen and pe o mance o companies. Wi hin his amewo k, he objec i e o his esea ch is o
examine, h ough a heo e ical analysis o he li e a u e s udying he ela ionship be ween s a egic managemen and AI, he
implica ions equi ed o s a egic managemen ollowing he a i al o AI echnologies, he oppo uni ies o e ed by his echnology,
and he challenges aised by his echnological ad ance. This explo a ion o he links be ween AI and s a egic managemen aims o
p esen aspec s inhe en o p o essionals and esea che s wishing o capi alize on his echnological ad ancemen o imp o e
s a egic managemen .
KEYWORDS: A i icial In elligence, Challenges, Implica ions, Oppo uni ies, S a egic Managemen .
INTRODUCTION
In a wo ld whe e ola ili y, unce ain y, complexi y, ambigui y, and compe i i e p essu e ha e become cons an s, a i icial
in elligence (AI) is eme ging as an essen ial s a egic le e . I s abili y o au oma e epe i i e and edious asks, p ocess hese massi e
olumes o da a wi h g ea e e iciency, and gene a e ele an ecommenda ions is p o oundly ans o ming he way o ganiza ions
a e managed. AI hus o e s companies new oppo uni ies o s eng hen hei pe o mance and compe i i eness, imp o e hei
esponsi eness, gain a compe i i e ad an age, and suppo decision-making in a cons an ly e ol ing en i onmen .
S a egic managemen , his o ically ocused on long- e m planning and adap a ion o a p edic able economic en i onmen , is now a
he hea o his digi al ans o ma ion. AI adop ion in s a egic managemen is no me ely a echnological upg ade; i is a
o ganiza ional and cogni i e ans o ma ion (Badmus, 2024). In ecen yea s, he applica ion o his echnology in s a egic
managemen has become a ho opic (Pu e al, 2025). The in eg a ion o AI in o s a egic managemen p ac ices is c ucial o
main aining compe i i e edge (Rožman e al., 2023). AI undamen ally ans o ms how o ganiza ions concei e and execu e hei
s a egies in a da ad i en and inc easingly complex wo ld (Asiaba e al., 2024). S a egic managemen ep esen s an e o o ealign
he o ganiza ion's di ec ion, making i mo e adap able o ex e nal en i onmen al changes (Al Aloosi, 2025).
Besides Wi hin his amewo k, he objec i e o his wo k is o highligh , h ough a heo e ical analysis o he ele an li e a u e, he
po en ial o he eme gence o AI echnologies in s a egic managemen , iden i ying he associa ed implica ions, oppo uni ies, and
challenges. This objec i e led us o de ine ou esea ch ques ion as ollows: "Wha a e he implica ions, oppo uni ies, and
challenges associa ed wi h he ad en o a i icial in elligence (AI) echnologies in he s a egic managemen o companies?".
To his end, we will begin his wo k wi h a concep ual analysis o he no ions o s a egic managemen and a i icial in elligence
(AI). We will hen conduc a heo e ical analysis o iden i y he implica ions, oppo uni ies, and challenges o s a egic managemen
in he age o AI.
ARTIFICIAL INTELLIGENCE
The his o y o a i icial in elligence (AI) da es back o 1956 wi h he Da mou h wo kshop, bu i wen h ough an “AI win e ” un il
he 1980s (Rhoui i e al, 2024). In he 1980s, expe sys ems e i ed in e es in AI, ollowed in he 2000s by a eal u ning poin
hanks o he de elopmen o Big Da a, machine lea ning and especially deep lea ning (LeCun e al, 2015). These echnologies
enabled signi ican p og ess in speech and isual ecogni ion and machine ansla ion (Lah ache and Bekkaoui, 2024). Since 2012,
AI has mo ed o indus ial scale and has been in eg a ed in o many sec o s (heal h, inance, anspo , e c.) (Russell and No ig,
In e na ional Jou nal o Cu en Science Resea ch and Re iew
ISSN: 2581-8341
Volume 08 Issue 10 Oc obe 2025
DOI: 10.47191/ijcs /V8-i10-07, Impac Fac o : 8.048
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2020), d i en by massi e in es men s om echnology gian s such as Google, Facebook and Amazon (Lah ache and Bekkaoui,
2024). Today, AI is omnip esen in daily li e and aises new challenges, no ably e hical (bias, p i acy, esponsibili y) and echnical,
especially wi h he s ill dis an p ospec o gene al a i icial in elligence (Lhaloui and Ai Lhassan, 2025).
The e m “a i icial in elligence” was coined by John McCa hy a he 1956 Da mou h Con e ence, ma king he o icial launch o
a i icial in elligence as an academic ield o s udies (Manyika, 2022). John McCa hy o e s he ollowing de ini ion: "I is he
science and echnology o c ea ing in elligen machines." (IBM, 2022). AI is de ined as he abili y o make machines simula e
in elligence (Wamba-Taguimdje e al., 2020). I e e s o he abili y gi en o compu e s o acqui e skills simila o hose o humans,
meaning ha compu e s a e able o pe o m asks ha no mally equi e human in elligence (El Abed and Bellaaj, 2025). I can be
seen as a se o conc e e echnologies ha a e a logical ex ension o he digi al ans o ma ion and ha can bo h make many p ocesses
mo e e icien and p o ide new inno a i e solu ions ha will change ou ela ionship o wo k (G éselle-Zaïbe and Dejoux, 2023).
Acco ding o Gil De Zúñiga e al (2024), AI is he abili y o non-human en i ies, such as machines o so wa e, o pe o m asks,
sol e p oblems, communica e and in e ac wi h hei en i onmen , demons a ing logical easoning simila o human cogni ion and
beha io . I can be de ined as an e ol ing combina ion o me hods, echniques and applica ions whose pu pose is o simula e o
augmen human cogni i e unc ions (Lhaloui and Ai Lhassan, 2025).
I is also possible o iden i y wo ca ego ies o de ini ions (El Abed and Bellaaj, 2025). The i s de ines AI as a ool ha sol es a
speci ic ask ha migh be impossible o e y ime-consuming o a human o accomplish (Demlehne and Laume , 2020; Maka ius
e al., 2020). In his amewo k, AI is conside ed a ool, assuming ha i canno exac ly eplica e human capabili ies (Wamba-
Taguimdje e al., 2020). The second ca ego y o de ini ions conside s AI as a sys em ha mimics human in elligence and cogni i e
p ocesses, such as in e p e a ion, easoning, and lea ning (Mikale and Gup a, 2021). This ca ego y o de ini ions assumes ha AI
is pe ec ly capable o imi a ing human beha io (Wang e al., 2019). The common poin in hese wo ca ego ies o de ini ions is
ha AI does no necessa ily eplace humans; on he con a y, i ac s as an augmen ing agen o accomplish di icul and ime-
consuming asks (Mikale and Gup a, 2021).
STRATEGIC MANAGEMENT
S a egy is a key e m in he wo ld o s a egic managemen . O mili a y o igin, s a egy is he a o leading an a my o ic o y,
which equi es aking in o accoun he ac ions o he enemy. I should be no ed ha , in addi ion o he mili a y dimension, some
loca e he o igin o s a egy in eligious ex s ( he Old Tes amen ) o among ancien G eek philosophe s, making he e m “s a egy”
an “amo phous and eso e ic” cons uc ion (Leiblein and Reue , 2020). I s beginnings in pedagogy a e gene ally associa ed wi h he
Business Policy cou ses deli e ed a Ha a d Business School a he beginning o he 20 h cen u y (Guyo and Bonne , 2021).
S a egic managemen in ol es he p ocesses by which en e p ises analyze, o mula e, implemen , and e alua e s a egies o achie e
hei long- e m goals and sus ainable de elopmen in a compe i i e en i onmen (Pu e al, 2025). I is de ined as he se o s a egic
ac ions aken by he manage s o a company and ha ing a medium and long- e m impac (Diallo, 2025). S a egic managemen can
be de ined as he se o decisionmaking p ocesses aimed a aligning he in e nal esou ces o an o ganiza ion wi h he p essu es and
oppo uni ies o i s ex e nal en i onmen (Be qi, 2025). I is de ined as a managemen echnology in condi ions o inc eased
ins abili y o ex e nal en i onmen al ac o s and hei unce ain y o e ime (Jumaye a, 2025).
IMPLICATIONS OF AI ADOPTION ON STRATEGIC MANAGEMENT
The inc easing p esence o AI echnologies in businesses equi es a shi in managemen science esea ch owa d examining he
implica ions o adop ing his echnology (Alami, 2024). The inc eased use o his echnology has dis up ed he ules and p ocesses
o s a egic managemen in companies. This si ua ion has many implica ions o businesses o success ully ans o m in o he AI e a
(Alami, 2024). Acco ding o Alsaggad and Konyalıla (2025), he e a e h ee ca ego ies o implica ions o he ise o AI echnologies
o s a egic managemen . These a e employmen implica ions, social implica ions, and e hical implica ions.
▪ Social and E hical implica ions; E hical and social conce ns ela ed o AI a e disc imina ion, bias, accoun abili y, and p i acy
issues. AI sys ems o en ely on his o ical da a, which may con ain biases ha a e ampli ied o pe pe ua ed by he algo i hms.
This can lead o disc imina o y ou comes in a eas such as lending, hi ing, heal hca e, and law en o cemen . P i acy is ano he
c i ical conce n, as AI sys ems o en equi e he p ocessing and collec ion o as amoun s o pe sonal da a. The misuse o
unau ho ized access o his da a can lead o loss o us in AI echnologies and p i acy b eaches. Accoun abili y is also a
In e na ional Jou nal o Cu en Science Resea ch and Re iew
ISSN: 2581-8341
Volume 08 Issue 10 Oc obe 2025
DOI: 10.47191/ijcs /V8-i10-07, Impac Fac o : 8.048
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signi ican challenge, as he opaci y and complexi y o AI sys ems make i di icul o assign esponsibili y o decisions made
by hese sys ems. T anspa en AI sys ems and clea legal amewo ks anda e necessa y o build public us and ensu e
accoun abili y. Alsaggad and Konyalıla (2025) explo ed he challenges o es ablishing accoun abili y o AI-d i en decisions,
he po en ial o bias and disc imina ion in AI sys ems and he c i ical impo ance o p o ec ing da a p i acy in an AI-d i en
wo ld.
▪ Employmen Implica ions: The po en ial impac o AI on employmen ansla es o he need o upskilling and eskilling he
wo k o ce o adap o he changing demands o he labo ma ke and he isk o job displacemen .
OPPORTUNITIES OF AI IN STRATEGIC MANAGEMENT
A i icial in elligence o e s se e al oppo uni ies in s a egic managemen ha can signi ican ly enhance a company’s abili y o
h i e and compe e in a complex business en i onmen (Ragh end a e al, 2024). These oppo uni ies a e o ganiza ional and
pe sonal.
ORGANIZATIONAL OPPORTUNITIES
▪ Enhanced P edic i e Analy ics: AI sys ems can p ocess as amoun s o da a wi h g ea e accu acy and as e han adi ional
me hods, iden i ying ends and p edic ing u u e ou comes wi h g ea p ecision, which allows manage s o make in o med,
da a-d i en decisions ha an icipa e cus ome p e e ences, po en ial isks, and ma ke changes (Ragh end a e al, 2024). I s can
Fo ecas u u e ends based on his o ical da a and eal- ime. AI can also sugges op imal cou ses o ac ion o mi iga e isks o
capi alize on oppo uni ies.
▪ Enhanced s a egic planning: AI helps in enhanced s a egic planning by s udying big da a, hus backing o ganiza ions’
in o med choices (Al Aloosi, 2025). By applying ad anced algo i hms, en e p ises can ex ac aluable in o ma ion om as
amoun s o da a, achie ing eal- ime adjus men s and p ecise s a egic planning (Kim, 2022).
▪ Enhanced Decision-Making: In s a egic managemen , AI can help en e p ises mo e accu a ely op imize he decision-making
p ocess (Tuboalabo e al, 2024) based on da a ha op imizes pe o mance and minimizes isk. In his con ex , many schola s
ha e conduc ed in-dep h s udies on he applica ion o AI echnology in ecen yea s (Schmi , 2023). Used o pe o mance
e alua ion in s a egic managemen , he balanced sco eca d me hod has g adually a ac ed a en ion in i s applica ion in he
con ex o AI (Ki sios and Kama io ou, 2021). Rana e al. (2022), explo ed he applica ion o ans o me models in s a egic
decision-making h ough empi ical s udies on deep lea ning models. AI's abili y o imp o e decisionmaking h ough p edic i e
analy ics is one o he key bene i s o AI in s a egic managemen (Ragh end a e al, 2024). Wi h he p og ess o machine
lea ning, big da a, and deep lea ning echnologies, AI p o ides powe ul decision suppo and da a analysis capabili ies (Cao e
al, 2022).
▪ New Business Models and D i ing Inno a ion: AI d i es inno a ion by enabling businesses o explo e new, p e iously
inaccessible e enue s eams and business models (Ragh end a e al, 2024). I s applica ions help explo e new inno a ion
oppo uni ies by analyzing da a and iden i ying eme ging pa e ns (Al Aloosi, 2025). By au oma ing ou ine asks, AI ees up
human esou ces o ocus on highe alue ac i i ies, such as s a egic planning and c ea i e p oblem-sol ing (Ragh end a e al,
2024).
▪ Compe i i e Ad an age: AI can gene a e insigh s ha lead o he de elopmen o new se ices and p oduc s, gi ing businesses
a compe i i e ad an age (Ragh end a e al, 2024). By le e aging AI echnologies o analyze and ga he analyze big da a,
s a egic managemen can make mo e e ec i e and accu a e decisions, s eng hening he company’s compe i i e ad an age
(Al-Mulla, 2022).
▪ Pe sonalized Cus ome Expe ience: In oday's highly compe i i e ma ke , deli e ing a pe sonalized cus ome expe ience is
c ucial o d i ing sales and e aining cus ome s (Ragh end a e al, 2024). AI ailo s cus ome expe iences, p o iding
o ganiza ions wi h a sus ained compe i i e capaci y o emain a he o e on o a ans o ming business landscape (Al Aloosi,
2025). I enables businesses o deli e highly pe sonalized expe iences by analyzing cus ome da a and ailo ing
communica ions, se ices, and p oduc s o indi idual p e e ences (Ragh end a e al, 2024). By le e aging AI applica ions,
companies can analyze cus ome - ela ed da a o inc ease sa is ac ion and enhance hei expe ience. This, in u n, expands he
company’s ma ke sha e and os e s cus ome loyal y (Al Aloosi, 2025). Machine lea ning algo i hms can segmen cus ome s
In e na ional Jou nal o Cu en Science Resea ch and Re iew
ISSN: 2581-8341
Volume 08 Issue 10 Oc obe 2025
DOI: 10.47191/ijcs /V8-i10-07, Impac Fac o : 8.048
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based on hei p e e ences and beha io , allowing businesses o a ge speci ic g oups wi h pe sonalized o e s (Ragh end a e
al, 2024). In conclusion, companies may use AI o speci ic ma ke segmen s o e en indi idual cus ome s, o adjus p icing
s a egies in eal- ime based on demand luc ua ions, and o op imize supply chain ope a ions based on cu en ma ke
condi ions, he eby building sales and b and loyal y.
▪ Agili y and Responsi eness: AI sys ems can con inuously moni o in e nal and ex e nal ac o s, p o iding eal- ime
in o ma ion ha allows companies o adap hei s a egies as needed (Ragh end a e al, 2024).
▪ Imp o ed esou ce alloca ion: Using machine lea ning algo i hms, AI can analyze ope a ional da a o sugges p ocess
imp o emen s and iden i y ine iciencies, wha esul s in mo e e icien use o capi al, be e alloca ion o human esou ces,
and cos sa ings (Ragh end a e al, 2024).
▪ Inc eased ope a ional e iciency: AI has he po en ial o enhance ope a ional e iciency (Guo e al, 2024; Kinagi, 2025; Cahyo
e al, 2023). Indeed, AI will be able o au oma e a as majo i y o he whi e colla s and ee up leade ship ime o s a egic
hinking, which can imp o e business ope a ions and sa e cos s.
PERSONAL OPPORTUNITIES
▪ Boos he s a egic skillse : Thanks o AI, i is possible o c ea e pe sonalized skills maps based on he speci ic needs o each
company.
▪ Inc ease you ca ee alue: Thanks o AI and analy ics expe ise, i is possible o s and ou in he job ma ke .
▪ Gain a compe i i e edge: Thanks o AI, i is possible o enhance you abili y o adap o changing ma ke condi ions. and
p oblem-sol ing skills.
▪ De elop c i ical hinking: Thanks o AI, i is possible o analyze complex da a and ex ac aluable insigh s.
▪ Imp o e communica ion: Thanks o AI, i is possible o communica e e ec i ely da a-d i en insigh s o s akeholde s.
CHALLENGES OF INTEGRATING AI INTO STRATEGIC MANAGEMENT
While he po en ial bene i s o AI in s a egic managemen a e signi ican , se e al esea ches ha e highligh ed e hical conside a ions
and challenges (Asiaba , 2024). Fo example, Bos om and Yudkowsky (2014) emphasize he impo ance o aligning AI sys ems
wi h o ganiza ional goals and human alues. Acco ding o Alsaggad and Konyalıla (2025), he speci ic challenges o ganiza ions
ace in in eg a ing AI in o hei s a egic managemen p ocesses, including balancing sho - e m pe o mance p essu es wi h he
need o long- e m g ow h and inno a ion, aligning o ganiza ional goals wi h ma ke demands in a apidly changing en i onmen ,
and e ec i ely managing esou ce alloca ion in he con ex o AI-d i en ans o ma ion. These au ho s also emphasized he c i ical
ole o leade ship in na iga ing he complexi ies o AI adop ion, emphasizing he impo ance o empowe ing employees o emb ace
AI-d i en changes and os e ing a cul u e o con inuous lea ning. On hei pa , Ragh end a e al (2024) sugges ha he bene i s o
in eg a ing AI in o s a egic managemen come wi h signi ican challenges, including algo i hmic anspa ency conce ns, da a
quali y issues, e hical conside a ions, and secu i y isks. In his able, we p esen some challenges and hei solu ions.
Table 1: Challenges o implemen ing AI in s a egic managemen and hei solu ions
Challenge
Solu ion
Da a quali y issues
Es ablish clea da a go e nance policies o ensu e ongoing da a quali y, including da a alida ion
p ocedu es and egula audi s, and In es in obus da a cleansing.
E hical conside a ions
Ensu e anspa ency in how AI-d i en decisions a e made, de elop clea e hical guidelines o
AI use in you o ganiza ion, implemen igo ous es ing o bias in AI models, upda e and
egula ly e iew hese p ac ices o align wi h e ol ing egula ions and e hical s anda ds.
In eg a ion
complexi ies
Collabo a e wi h AI expe s, expe ienced pa ne s o consul an s o ensu e smoo h in eg a ion
and embed AI echnologies in o cu en business p ocesses o u ilize AI e icien ly.
Skill gap
In es in employee aining p og ams o upskill exis ing s a in AI and da a science, making a
smoo h wo king en i onmen .
Resis ance o change
P o ide clea communica ion abou AI's bene i s and i s ole in enhancing human decision-
making and os e a cul u e o inno a ion.
Sou ce: Au ho 's cons uc ion
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Volume 08 Issue 10 Oc obe 2025
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CONSLUSION
In his a icle, we unde ook an explo a ion based on a concep ual li e a u e e iew o de ine he ole o A i icial In elligence (AI)
in he ield o s a egic managemen . Ou main objec i e was o add ess he impac o AI on s a egic managemen . Ou li e a u e
e iew clea ly demons a es ha AI plays a c ucial ole in his ield. The adop ion o a i icial in elligence in s a egic managemen
p esen s e olu iona y oppo uni ies o businesses which a e o ganiza ional and pe sonal. O ganiza ional oppo uni ies a e:
enhancing p edic i e analy ics, decisionmaking and s a egic planning, enabling pe sonalized cus ome expe iences, op imizing
esou ces, c ea ing a compe i i e ad an age and new business models, d i ing inno a ion, p omo e agili y and esponsi eness and
inc eased ope a ional e iciency. Boos he s a egic skillse , inc ease he ca ee alue, gain a compe i i e edge, de elop c i ical
hinking and imp o e communica ion a e pe sonal oppo uni ies. Howe e , his digi al ans o ma ion also aises majo challenges,
including secu i y isks, algo i hmic anspa ency conce ns, da a quali y issues, and e hical conside a ions.
F om a heo e ical poin o iew, his a icle en iches he ela ionship be ween AI and s a egic managemen , highligh ing he
o ganiza ional ans o ma ions induced by AI. F om a p ac ical poin o iew, ou indings o e se e al implica ions o
o ganiza ions.
I is impo an o acknowledge some limi a ions o his s udy. Fi s , he concep ual li e a u e e iew we conduc ed is based on
exis ing wo k, which may in oduce biases o gaps in o ou analysis. Addi ionally, ou unde s anding o AI and knowledge
managemen is based on knowledge a ailable up o ou Sep embe 2025 cu -o da e, and i is possible ha new de elopmen s ha e
occu ed since hen.
This a icle o e s p omising pe spec i es o u u e esea ch. I would be in e es ing o conduc an empi ical in es iga ion o assess
he impac o AI on business pe o mance and iden i y bes p ac ices o in eg a ing i in o s a egic managemen .
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h ps://doi.o g/10.47191/ijcs /V8-i10-07
