Enhancing Big Data Analytics With Artificial Intelligence: Innovative Techniques And Applications In Various Sectors

Technologies such as artificial intelligence (AI), big data analytics, and the internet of things (IoT) all have an effect on the way in which businesses operate. Out of all the next technologies, artificial intelligence (AI) could radically alter the way marketers approach their craft. Artificial intelligence has the potential to be useful in many areas of today's business world. There is widespread agreement among scholars and industry professionals that AI will ultimately determine humanity's fate. The growth of communication and information technologies has turned the entire planet into an interconnected web of nodes. Investments in Artificial Intelligence (AI) have skyrocketed with the purpose of delivering corporate intelligence through the analysis of massive amounts of data, thanks to technological solutions. Contrary to popular belief, AI is not only used extensively in the IT industry. It is also heavily utilised in healthcare, online shopping, schools, government, and businesses. More and more companies are relying on AI systems. Experts from all over the world are trying to figure out which AI technologies would work best for their advertising initiatives. Notwithstanding this, many businesses fail to realise any returns from their investments in big data analytics. In this study, we investigate the correlation between innovation performance, AI-driven big data analytics, and strategic agility as well as market volatility. An integrated model based on the dynamic capabilities view was created to analyse the connection between the variables in our investigation. The Saudi Arabian industrial businesses were surveyed using a quantitative approach. We employed AMOS 26.0's structural equation modelling (SEM) for the analysis and testing.