The Effects of Artificial Intelligence and Design Thinking on Enhancing Organisational Performance in The Context of Digital Transformation
This study investigates the relationship between artificial intelligence (AI), design thinking, and business performance in the context of digital transformation. Method: A quantitative cross-sectional design was applied using data from 100 participants selected through convenience sampling. A va...
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| Format: | Article |
| Language: | English |
| Published: |
Editura ASE
2025-07-01
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| Series: | Revista de Management Comparat International |
| Subjects: | |
| Online Access: | https://www.rmci.ase.ro/no26vol3/12.pdf |
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| _version_ | 1849303631218606080 |
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| author | Nouria BENNAMA Fatima Zahra BENNAMA Adel BELKADI |
| author_facet | Nouria BENNAMA Fatima Zahra BENNAMA Adel BELKADI |
| author_sort | Nouria BENNAMA |
| collection | DOAJ |
| description | This study investigates the relationship between artificial intelligence (AI), design
thinking, and business performance in the context of digital transformation.
Method: A quantitative cross-sectional design was applied using data from 100
participants selected through convenience sampling. A validated questionnaire was used,
distributed both online and in print. Reliability was confirmed via Cronbach’s Alpha. The
PROCESS macro in SPSS was employed to test direct, indirect, and moderated effects.
Results: Findings show that AI significantly enhances business processes through
automation and improved decision-making. Design thinking plays a mediating role by
aligning technology solutions with user needs. The interaction between AI and design
thinking contributes to improved business performance, notably in revenue growth, customer
satisfaction, and innovation.
Discussion: The integration of AI and design thinking supports organizational
transformation in digital contexts. These results offer insights for managers and researchers
seeking to leverage technology and human-centered design to improve business outcomes |
| format | Article |
| id | doaj-art-1ddf4e1ad80d464fa29fc240b609c811 |
| institution | Kabale University |
| issn | 1582-3458 2601-0968 |
| language | English |
| publishDate | 2025-07-01 |
| publisher | Editura ASE |
| record_format | Article |
| series | Revista de Management Comparat International |
| spelling | doaj-art-1ddf4e1ad80d464fa29fc240b609c8112025-08-20T03:56:00ZengEditura ASERevista de Management Comparat International1582-34582601-09682025-07-0126358660110.24818/RMCI.2025.3.586The Effects of Artificial Intelligence and Design Thinking on Enhancing Organisational Performance in The Context of Digital TransformationNouria BENNAMA0Fatima Zahra BENNAMA1Adel BELKADI2 Faculty of Economics, Business and Management Sciences Mohamed Ben Ahmed University OranFaculty of Economics, Business and Management Sciences Abdelhamid Ibn Badis University MostaganemUniversity MostaganemThis study investigates the relationship between artificial intelligence (AI), design thinking, and business performance in the context of digital transformation. Method: A quantitative cross-sectional design was applied using data from 100 participants selected through convenience sampling. A validated questionnaire was used, distributed both online and in print. Reliability was confirmed via Cronbach’s Alpha. The PROCESS macro in SPSS was employed to test direct, indirect, and moderated effects. Results: Findings show that AI significantly enhances business processes through automation and improved decision-making. Design thinking plays a mediating role by aligning technology solutions with user needs. The interaction between AI and design thinking contributes to improved business performance, notably in revenue growth, customer satisfaction, and innovation. Discussion: The integration of AI and design thinking supports organizational transformation in digital contexts. These results offer insights for managers and researchers seeking to leverage technology and human-centered design to improve business outcomeshttps://www.rmci.ase.ro/no26vol3/12.pdfartificial intelligencedesign thinkinginstitutional performancedigital transformation |
| spellingShingle | Nouria BENNAMA Fatima Zahra BENNAMA Adel BELKADI The Effects of Artificial Intelligence and Design Thinking on Enhancing Organisational Performance in The Context of Digital Transformation Revista de Management Comparat International artificial intelligence design thinking institutional performance digital transformation |
| title | The Effects of Artificial Intelligence and Design Thinking on Enhancing Organisational Performance in The Context of Digital Transformation |
| title_full | The Effects of Artificial Intelligence and Design Thinking on Enhancing Organisational Performance in The Context of Digital Transformation |
| title_fullStr | The Effects of Artificial Intelligence and Design Thinking on Enhancing Organisational Performance in The Context of Digital Transformation |
| title_full_unstemmed | The Effects of Artificial Intelligence and Design Thinking on Enhancing Organisational Performance in The Context of Digital Transformation |
| title_short | The Effects of Artificial Intelligence and Design Thinking on Enhancing Organisational Performance in The Context of Digital Transformation |
| title_sort | effects of artificial intelligence and design thinking on enhancing organisational performance in the context of digital transformation |
| topic | artificial intelligence design thinking institutional performance digital transformation |
| url | https://www.rmci.ase.ro/no26vol3/12.pdf |
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