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This research investigates the impact of AI adoption on sustainable competitive advantage in SMEs, focusing on marketing analytics and innovation.

AI adoption and sustainable competitive advantage in SMEs: the roles of marketing analytics and innovation

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This research investigates the impact of AI adoption on sustainable competitive advantage in SMEs, focusing on marketing analytics and innovation.
Developed a structural model guided by resource-based view and technological capabilities framework.
Conducted a survey of 384 SMEs in the United Arab Emirates.
Used partial least squares structural equation modeling for analysis.
AI adoption positively influences marketing analytics and innovation.
Marketing innovation fully mediates the relationship between AI adoption and sustainable competitive advantage.
A significant serial mediation path exists from AI adoption through marketing analytics to innovation and sustainable competitive advantage.

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Research reveals AI adoption improves marketing analytics and innovation in SMEs, suggesting strategic capabilities boost competitive advantage.

Mahfoud et al. (2026) studied this question.

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Research reveals AI adoption improves marketing analytics and innovation in SMEs, suggesting strategic capabilities boost competitive advantage.