Unlocking potential: artificial intelligence and organisation performance / Dr. Norhidayah Ali, Azni Syafena Andin Salamat and Suhaida Abu Bakar

Artificial Intelligence (AI) technology is one of the most fascinating developments in a technologically advanced age that has transformed numerous sectors worldwide. In 1956 the term "artificial intelligence" was initially coined 1956 by John McCarthy in the Dartmouth Summer Research Project on Artificial Intelligence (DSRPAI) programme (Moor, 2006). AI is a recent concept that has drawn significant media interest. Since last year, AI has been popular and integrated into our daily lives. As a result, AI contributes to the best possible resource usage for organisational success. AI appears to have the potential to adjust the organisation landscape. As Arakpogun et al. (2021) mention, AI is a collection of Information Communication Technologies (ICTs) that imitate human intelligence to improve jobs, create greater efficiencies, and drive economic growth. It is crucial to handle issues organisations face, such as gaining a competitive edge, managing business operations, and dealing with consumers whose preferences are changing quickly. Furthermore, it corresponds to how an organisation generates, distributes, and re-utilises existing knowledge, impacting the extent of sustainable competitive advantage and progress in the digital economy. This, in turn, is fueled by the strategic utilization of knowledge (Yilmaz, 2016).