vol 25 no2,2025

The Role of Artificial Intelligence on Competitive Advantage: at Jordanian Telecommunications Sector

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The Role of Artificial Intelligence on Competitive Advantage: at Jordanian Telecommunications Sector

Abstract:

This study aims to identify the role of artificial intelligence (Expert Systems, Neural Networks, Genetic Algorithms, Intelligences Agent) on the competitive advantage (Quality, Flexibility, Innovation, Cost) in the Jordanian telecommunications sector.This study relies on the descriptive analytical approach to achieve the objectives of the study. The study population consists of (1250) employees in the licensed companies of the Telecommunications Regulatory Commission, (Telecommunications Regulatory Commission, 2022).This study used proportional stratified sample to representing the study population, approximately (350) questionnaires were distributed, almost (317) were returned and (304) responses were valid.The study shows that Jordanian Telecommunications Companies clearly adopts the use of artificial intelligence techniques, and the most of the Jordanian Telecommunications Companies seek to obtain distinction from their competitors through the use of these modern technologies, and also the result of hypotheses testing of the study shows that there is a statistically significant effect of all dimensions of artificial intelligence in the competitive advantage in Jordanian Telecommunications Companies.This study focuses on knowing the relationship between the use of artificial intelligence techniques and competitive advantage. And by the analysis of the results of this study, it finds that a remarkable interest among various telecommunications companies in artificial intelligence. This study finds that the use of artificial intelligence techniques has a significant and clear role in achieving competitive advantage.

Keywords: Artificial intelligence, competitive advantage, Jordanian Telecommunications Companies

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