THE IMPACT OF ARTIFICIAL INTELLIGENCE ON BUSINESS MODELS OF COMPANIES WITH DIFFERENT LEVELS OF DIGITAL MATURITY

Abstract

This study investigates the impact of artificial intelligence (AI) on the business models of companies with varying levels of digital maturity. It addresses the core problem of how differences in digital infrastructure, data readiness, and organizational culture shape the effectiveness of AI integration. The research identifies five distinct stages of digital maturity – Awareness, Active, Operational, Systemic, and Transformational – each characterized by unique challenges and opportunities in adopting AI-driven innovations. At the Awareness stage, organizations recognize AI’s potential but suffer from limited data literacy and rudimentary pilot projects that restrict its use to low-risk applications. In the Active phase, companies begin implementing AI in isolated functions like marketing or logistics; however, fragmented data systems and skill gaps hinder seamless integration. As firms advance to the Operational level, AI becomes embedded in daily operations, enhancing process efficiency through real-time analytics and automation, while also introducing challenges related to data quality and ethical oversight. At the Systemic stage, enterprise-wide adoption of AI is supported by robust IT architectures, strategic alignment, and cross-departmental collaboration. Finally, in the Transformational phase, AI emerges as a key driver of competitive differentiation, enabling dynamic pricing, personalized customer experiences, and continuous process optimization. Digital maturity thus proves essential in leveraging AI to generate breakthrough innovations in business models. The study further highlights five critical dimensions influencing AI implementation: data readiness, technological integration, workforce evolution, strategic alignment, and adaptive culture. Findings suggest that companies with high digital maturity can achieve efficiency gains of two to three times greater than their less mature counterparts. The research offers a comprehensive framework and practical recommendations for bridging the digital maturity gap, ultimately contributing to sustainable competitive advantage and guiding future digital transformation initiatives.