The impact of AI assimilation on firm performance in small and medium-sized enterprises: A moderated multi-mediation...

Artificial intelligence (AI) and other advanced technologies are increasingly recognized as essential catalysts for enhancing productivity due to their capability to transform nearly all operations within and outside firms. However, the empirical research on how AI assimilation may promote firm-level outcomes such as absorptive capacity (AC), customer agility (CA), and firm performance (FP) is still in its infancy. Drawing from the dynamic capability view and using 417 valid responses collected through cross-sectional methods from small and medium-sized enterprises (SMEs) in Lebanon, this study examines the effect of AI assimilation on firm performance. The mediating roles of AC and CA were investigated. The moderating role of organizational agility (OA) was also explored. The findings support the hypothesized assumptions that continual advancement of technology evolves the industrial organizations' performance with CA and AC as parallel mediators, partially mediating the link between AI assimilation and FP and OA as a moderator, moderating the positive relationship between AI and CA and between AI and FP. The findings provide crucial insights for practitioners and advance the dynamic capability view framework. They provide compelling evidence that enriches the understanding of AI assimilation, demonstrating its positive impact on critical organizational outcomes and yielding performance benefits for SMEs.