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Artificial Intelligence and Business Strategy towards Digital Transformation: A Research Agenda
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In the past decade, current literature and businesses have drawn attention to Artificial Intelligence (AI) tools and in particular to the advances in machine learning techniques. Nevertheless, while the AI technology offers great potential to solve difficulties, challenges remain implicated in practical implementation and lack of expertise in the strategic usage of AI to create business value. This paper aims to implement a systematic literature review analyzing convergence of the AI and corporate strategy and develop a theoretical model incorporating issues based on the existing research in this field. Eighty-one peer-reviewed articles were discussed on the basis of research methodology from Webster and Watson (2002). In addition to gaps in future research, a theoretical model is developed, discussing the four sources of value creation: AI and Machine Learning in organizations; alignment of AI tools and Information Technology (IT) with organizational strategy; AI, knowledge management and decision-making process; and AI, service innovation and value. These outcomes lead to both theoretical and managerial viewpoints, with extensive possibilities to generate new methods and types of management practices.
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“Recent research on the role of strategy in digital trans formation comprises mainly conceptual and systematic reviews (Hanelt et al., 2020; Saleh and Awny, 2020; Kitsios and Kamariotou, 2021).”
From Mastering digital transformation: The nexus between leadership, agility, and digital strategy (2022) · cites this paper as Kitsios and Kamariotou, 2021
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Background
Research works printed but not linked: 3
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Cited by
Sorted by citations
Mastering digital transformation: The nexus between leadership, agility, and digital strategy
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“Recent research on the role of strategy in digital transformation comprises mainly conceptual and systematic reviews (Hanelt et al., 2020; Saleh and Awny, 2020; Kitsios and Kamariotou, 2021).”
BackgroundArtificial intelligence (AI) applications for marketing: A literature-based study
Haleem, A., Javaid, M., Qadri, M. A., Singh, R. P., & Suman, R. (2022) · International Journal of Intelligent Networks · doi:10.1016/j.ijin.2022.08.005 · Cited by 1,364
The Impact of Artificial Intelligence on Workers' Skills: Upskilling and Reskilling in Organisations
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Self-citationKitsios, F., Giatsidis, I., & Kamariotou, M. I. (2021) · Journal of Open Innovation Technology Market and Complexity · doi:10.3390/joitmc7030204 · Cited by 344
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The critical determinants impacting artificial intelligence adoption at the organizational level
Horani, O. M., Al‐Adwan, A. S., Yaseen, H., Hmoud, H., Al-Rahmi, W. M., & Alkhalifah, A. (2023) · Information Development · doi:10.1177/02666669231166889 · Cited by 207
“Several studies argue that the lack of alignment between IT and corporate strategies prevents fi rms from gaining value from investment in IT applications (Kitsios & Kamariotou, 2021; Liang et al., 2017).”
Digital transformation: A meta-review and guidelines for future research
dos Reis, J. C. G., & Melão, N. F. (2023) · Heliyon · doi:10.1016/j.heliyon.2023.e12834 · Cited by 201
“In particular, we can see that published studies have mainly focused on business model strategies [45 – 49], digital business [48,50,51], the use of disruptive technologies [47, 52 – 54], sustainability [55,56], human resources [57 – 59], and smart cities [45].”
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How does digital transformation impact bank performance?
Nguyen-Thi-Huong, L., Nguyen-Viet, H., Nguyen-Phuong, A., & Nguyen, D. V. (2023) · doi:10.1080/23322039.2023.2217582 · Cited by 97
“Firstly, DT can be measured through a questionnaire about digital transformation in a business, such as the length of time digital banking has been used on the system (Kitsios & Kamariotou, 2021; Verhoef et al., 2021).”
BackgroundMethodHenderikx, M., & Stoffers, J. (2022) · Sustainability · doi:10.3390/su14020687 · Cited by 136
“During the last decade, access to big data, combined with improved algorithms and expansion of computer capacities, allowed increases in artificialintelligence-driven transfor ations [41,42].”
BackgroundMethodInfluentialImpact of Digital Strategic Orientation on Organizational Performance through Digital Competence
Yu, J., & Moon, T. (2021) · Sustainability · doi:10.3390/su13179766 · Cited by 93
“Digital transformation utilizes digital technology to achieve cross-border interactions with suppliers, customers, and competitors [11].”
MethodJanković, S. D., & Curović, D. (2023) · Sustainability · doi:10.3390/su152115208 · Cited by 124
“This convergence of AI and sustainability represents a pivotal step towards economic development, environmental stewardship, and social progress towards the European Union [85–87].”
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Recent Advances of Artificial Intelligence in Healthcare: A Systematic Literature Review
Kitsios, F., Kamariotou, M. I., Syngelakis, A. I., & Talias, Μ. A. (2023) · Applied Sciences · doi:10.3390/app13137479 · Cited by 107
“A literature review approach that consists of three stages was put forward by Webster and Watson [41], and it has been recently used in IS research into management [45,46].”
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Artificial Intelligence: The Attitude of the Public and Representatives of Various Industries
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Enhancing Digital Presence for Maximizing Customer Value in Fast-Food Restaurants
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“Kitsios and Kamariotou [11] underscore the importance of aligning AI tools strategically with organizational goals.”
BackgroundStartups and Consumer Purchase Behavior: Application of Support Vector Machine Algorithm
Ebrahimi, P., Salamzadeh, A., Soleimani, M., Khansari, S. M., Zarea, H., & Fekete‐Farkas, M. (2022) · Big Data and Cognitive Computing · doi:10.3390/bdcc6020034 · Cited by 49
“Computers can automatically learn duplicated patterns without the help of humans through immense amounts of data [44].”
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“Such applications have been developed to assist in the decision-making process of managerial functions, in the facilitation of operations, or in market competition (Kitsios & Kamariotou, 2021).”
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“Fotis and Maria [10] reor-ganized the characteristics of knowledge flow and believed that the higher the knowledge intensity of collaborative innovation, the higher the level of innovation and the stronger the relevance of the subsystem in the knowledge value chain [10]. collaborative innovation models and intelligent…”
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“…very recent publications on systematic literature review where authors focus on integration of AI into organizational strategy, highlighting the potential benefits, challenges, and opportunities (Kitsios et al., 2021), or study business value creation with AI-based technology (Borges et al., 2021).”
BackgroundInfluentialStrategic AI adoption in SMEs: A Prescriptive FrameworkPreprint
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“Further, since AI initiatives must remain aligned with organizational strategy (Kitsios & Kamariotou, 2021), regular reviews are also essential to assess the effectiveness of AI tools in meeting organizational goals, focusing on efficiency improvements and overall productivity gains.”
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“Despite many prior studies focused on the impact of DT on business performance (Mubarak et al., 2019; Popovi ´ c et al., 2019; Zhai et al., 2022), little was researched on the impact of generative AI on policy-making (Craglia, 2020; Kitsios and Kamariotou, 2021).”
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“Digital literacy "does not only revolve around the ability to use new technology, learn to use new devices, or even apply these devices and technologies to the learning process (Kitsios & Kamariotou, 2021; Ukko et al., 2019).”
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“This topic covers the strategies and future research issues of business model planning of AI services (Kitsios and Kamariotou 2021), the improvement of customer acceptance and satisfaction of AI services (Atwal and Bryson 2021), strategies for enhancing the value co-creation process of AI services…”
BackgroundKesuksesan Wirausaha di Era Digital dari Perspektif Orientasi Kewirausahaan (Study Literature)
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“In the contemporary era of digital transformation, the integration of artificial intelligence (AI) technologies has reshaped the dynamics of numerous industries, offering unparalleled opportunities for enhancing efficiency, fostering creativity, and facilitating growth (Kitsios and Kamariotou 2021).”
Anser, M. K., Shahzad, M. F., & Xu, S. (2024) · Environment Development and Sustainability · doi:10.1007/s10668-024-05580-8 · Cited by 13
“Large sample sizes may make it more difficult for researchers to collect and manage data, taking more time and even diminishing the purpose of sampling (Kitsios & Kamariotou, 2021).”
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“One of the key areas affected is the perspective on the digital economy (Kitsios & Kamariotou, 2021).”
BackgroundImpact of digitalization on entrepreneurial ecosystems: a bibliometric exploration
Shahzad, M., Asif, M., Xu, S., & Wang, C.-C. (2025) · Journal of Business & Industrial Marketing · doi:10.1108/jbim-07-2024-0524 · Cited by 15
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“Prior literature on the role of AI is derived from literature reviews and conceptual articles that attempt to operationalize or conceptualize the term and its link with the organizational outcome [7].”
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“However, Indonesian MSMEs face various challenges, especially in accessing financial services[8], [24], [25].”
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Schrettenbrunner, M. (2023) · IEEE Engineering Management Review · doi:10.1109/emr.2023.3288609 · Cited by 15
Digital Transformation (DT) and Artificial Intelligence (AI) Convergence in Organizations
Feroz, K., & Kwak, M. (2024) · Journal of Computer Information Systems · doi:10.1080/08874417.2024.2424372 · Cited by 24
Neiroukh, S., Aljuhmani, H. Y., & Alnajdawi, S. (2024) · ASU International Conference in Emerging Technologies for Sustainability and Intelligent Systems (ICETSIS) · doi:10.1109/icetsis61505.2024.10459356 · Cited by 33
“AI-driven decision-making assists in refining strategies, optimizing logistics, and predicting market trends [16].”
BackgroundFajimolu, O., Okonji, P., & Onyemaobi, C. (2023) · Business and Entrepreneurial Review · doi:10.25105/ber.v23i1.15300 · Cited by 14
“…there is need for innovative technological solutions that will specifically address the new challenges emanating from the kind of data required in artificial intelligence (Häfner, Burkhard, Bettis, Piezunka, Posen, Puranam, … & Teodoridis, 2020; Kitsios & Kamariotou, 2021; Mikalef & Gupta, 2021).”
BackgroundInfluentialAI Technology Adoption in Corporate IT Network Operations Based on the TOE Model
Min, S., & Kim, B. (2024) · Digit. · doi:10.3390/digital4040047 · Cited by 13
(2019) · Disfrutando la prórroga · doi:10.2307/j.ctvr7f5q7.39 · Cited by 13
“Tal como lo exponen el Ministerio de Tecnologías de la Información y las Comunicaciones (2020a) en la Guía con lineamientos generales para el uso de tecnologías emergentes y Kitsios & Kamariotou (2021), algunas aplicaciones sobre el uso de la tecnología de IA pueden ser:”
BackgroundInfluentialAn Integrative Literature Review on Leadership and Organizational Readiness for AI
Frangos, P. (2022) · International Conference on AI Research · doi:10.34190/icair.4.1.834 · Cited by 12
“AI is transforming how organizations create and capture value (Borges et al. 2021; Güngör 2020; Kitsios & Kamariotou 2021; Wilson & Daugherty 2021).”
BackgroundSiemon, D., Ahmad, R., Harms, H., & de Vreede, T. (2022) · Sustainability · doi:10.3390/su14073832 · Cited by 14
“In this context, AI has been studied primarily for ethical aspects [12], for possible sustainable business practices [52], or specifically how AI in the context of the sustainable development goals [53].”
BackgroundHuman-guided collective LLM intelligence for strategic planning via two-stage information retrieval
Kim, S., Ha, J., Lee, H., Park, S., & Cho, S. (2025) · Information Processing & Management · doi:10.1016/j.ipm.2025.104288 · Cited by 14
Lazar, M., Lifshitz‐Assaf, H., Ayoubi, C., & Emuna, H. (2025) · Academy of Management Journal · doi:10.5465/amj.2023.1307 · Cited by 11
Digital transformation in banking: Curbing procyclical leverage to strengthen financial stability
Wang, L., Huang, Z., Wang, Y., & Yang, Y. (2025) · International Review of Financial Analysis · doi:10.1016/j.irfa.2025.104205 · Cited by 11
Siricharoen, W. V. (2024) · EAI Endorsed Transactions on Context-aware Systems and Applications · doi:10.4108/eetcasa.4211 · Cited by 13
“AI emerges as a key facilitator in transcending language challenges [13].”
BackgroundArtificial Intelligence in Human Resource Management: Transforming Business Practices
Das, S. R., Sarkar, P., Patil, S. D., Sharma, R., Aggarwal, S., & Lourens, M. (2023) · IEEE Uttar Pradesh Section International Conference on Electrical, Electronics and Computer Engineering (UPCON) · doi:10.1109/upcon59197.2023.10434524 · Cited by 19
“Artificial intelligence algorithms also can be trained to disregard some personal kind of information and that is how it makes sure that the candidates are evaluated only on their qualifications and experiences [5].”
BackgroundSugangga, A., Handayati, P., & Zagladi, A. N. (2023) · Brilliant International Journal Of Management And Tourism · doi:10.55606/bijmt.v3i3.2225 · Cited by 11
“Dimensions of competitive advantage proposed by (Kitsios & Kamariotou, 2021; Li et al., 2021; Purbasari et al., 2020) This involves providing adequate resources and support to launch a sustainable financial education program.”
BackgroundArdiansyah, B. W., Muwarni, F. D., Wardana, L. W., & Maula, F. I. (2023) · Journal of Applied Business Taxation and Economics Research · doi:10.54408/jabter.v2i6.203 · Cited by 11
Identifying Industry 4.0 technologies enablers for knowledge management – a scoping review
Lista, A. P., Tortorella, G. L., Bouzon, M., Gao, S., & Chan, T. K. (2023) · The TQM Journal · doi:10.1108/tqm-05-2022-0173 · Cited by 13
Getting organizational adaptability in the context of digital transformation
Sun, X., He, Z., & Yu, Q. (2023) · Chinese Management Studies · doi:10.1108/cms-06-2022-0222 · Cited by 22
Seseli, E. M. I., Risakotta, K. A., & Bawono, A. (2023) · The ES Accounting And Finance · doi:10.58812/esaf.v1i02.65 · Cited by 11
“However, digital accounting tools can also improve data security by providing secure access to financial data [3], [37], [38], [58].”
BackgroundMethodInfluentialUnwrapping generative AI paradigms for product and service innovation differentiation
Shonubi, O. A. (2026) · Journal of Strategy & Innovation · doi:10.1016/j.jsinno.2025.200562 · Cited by 16
Binsar, F., Wahyudi, I., Atmoko, G. D. P., Nurdin, F., & Santoso, T. (2026) · Advances in Business and Management Research · doi:10.1016/j.abmr.2026.100002 · Cited by 11
Gabelaia, I., & Hendieh, J. (2025) · International Journal of Innovation Science · doi:10.1108/ijis-02-2025-0051 · Cited by 10
A review of the application of artificial intelligence in South African Higher Education
Funda, V., & Piderit, R. (2024) · Conference on Information Communications Technology and Society (ICTAS) · doi:10.1109/ictas59620.2024.10507113 · Cited by 23
“In Uganda and Ethiopia, the role of AI is especially pronounced [19].”
Background
Metadata
- Authors
- Kitsios, F., & Kamariotou, M.
- Affiliations
- University of Macedonia (GR)
- Corresponding author
- Kamariotou, Maria
- Venue
- Sustainability
- Publisher
- MDPI AG
- Published
- 2021-02-13
- Volume
- 13
- Issue
- 4
- Pages
- 2025
- ISSN
- 2071-1050 (ISSN-L)
- OpenAlex
- W3130265534
- Cited by
- 360
- References
- 99
- Citations by year
- 2026: 62 · 2025: 98 · 2024: 91 · 2023: 68 · 2022: 28 · 2021: 13
- FWCI
- 17.68
- Type
- journal article
- Language
- en
- Open access
- gold
- doi.org
- Licence
- Locations
- Sustainability (publishedVersion, cc-by)
- RePEc: Research Papers in Economics (acceptedVersion)
- DOAJ (DOAJ: Directory of Open Access Journals) (acceptedVersion)
- Funders
- Hellenic Foundation for Research and Innovation (188)
- Topics
- Physical Sciences › Computer Science › Artificial Intelligence › Artificial Intelligence Applications
- Social Sciences › Business, Management and Accounting › Management Information Systems › Information Technology Governance and Strategy
- Social Sciences › Business, Management and Accounting › Management of Technology and Innovation › Digital Innovation in Industries
- Keywords
- artificial intelligence, business strategy, digital transformation, machine learning, value creation, IT strategy alignment, knowledge management, decision-making, service innovation, AI implementation challenges
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