The Impact of Business Intelligence on Organizational Innovation at Jordanian Commercial Banks: The Moderating Role of Artificial Intelligence | [Pakistan Journal of Life and Social Sciences • 2025]

Author(s):

1. Wael Abdelfattah Alsariera: The Word Islamic Science and Education University,,

Abstract:

This study aimed to recognize the impact of business intelligence (BI) by their dimensions (data collection and analysis (DCA), real- time data processing (RDP), business performance management (BPM), competitive intelligence(CI)) on organizational innovation (OI) by their dimensions (product innovation (PDI), process innovation (PRI)) through the moderating role of artificial intelligence (AI) at Jordanian commercial banks. The population of the study consisted of all the employees in the top and middle management in Jordanian commercial banks. The study used the analytical descriptive approach, and A proportional stratified random sample was used for data collection. A questionnaire was developed for collecting data from the sample individuals, where (300) questionnaires were distributed, only (285) questionnaires were valid for analysis. The results revealed that there is an impact of business intelligence (BI) on organizational innovation (OI) at Jordanian commercial banks. In addition, the results discovered that there is an impact of business intelligence on product innovation and process innovation as dimensions of organizational innovation. Moreover, the results showed that there is a role of artificial intelligence (AI) in improving the impact of business intelligence on organizational innovation at Jordanian commercial banks. Based on the results, the study recommended the necessity of hiring employees with high competencies of analytical skills in order to perform constant improvements in business intelligence systems and achieve new innovations at the level of the product and process, paying more attention to performing predictive analyses to understand customers' behaviors and make the right decisions at Jordanian commercial banks, in addition to the necessity of making an integration between artificial intelligence systems to come up with a clear vision to commercial banks, as well as finding proactive solutions to the needs of customers after reviewing previous data and investigating customers' behaviors.

Page(s): 357-371

DOI: 10.57239/PJLSS-2025-23.2.00173

Published: Journal: Pakistan Journal of Life and Social Sciences, Volume: 23, Issue: 2, Year: 2025

Keywords:

Business Intelligence Organizational Innovation Artificial Intelligence Product Innovation Jordanian Commercial Banks

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