Quantitative analysis shows knowledge management systems boost business intelligence and marketing in GCC enterprises, indicating a valuable integration with AI.
The use of Knowledge Management Systems (KMS) and Artificial Intelligence (AI) remains limited in developing countries. These technologies can help organizations understand their Business Intelligence (BI) and Marketing Capability (MC), but few studies have explored this area. The present research examines the relationship between KMS and Business Intelligence Capability (BIC) across companies in the Gulf Cooperation Council (GCC), highlighting the role of AI in enhancing the marketing skills. Using a quantitative approach, data were gathered from top management via a structured questionnaire. The study breaks down KMS into three key components: Knowledge Acquisition (KA), Knowledge Sharing (KS), and Knowledge Application (KAP), examining how each affects BIC. The results show that all three processes have a positive impact on BIC. Additionally, AI serves as a moderator between the KA, application, and BICs, which also positively influence MC. This research offers valuable insights into how KMS and AI can be combined to enhance BI, providing helpful guidance for practitioners and researchers.
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Mohammed Alarefi (2025) studied this question.
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