The role of artificial intelligence and knowledge management on business performance with emphasis on new electronic marketing strategies

The present paper for developing the concept of artificial intelligence capabilities uses past IT capabilities literature and recent studies on artificial intelligence in the organizational context to improve business performance. The literature and research on AI research is rich in understanding the enablers and effects of different types of IT capabilities, such as social media capabilities, social business capabilities, and business analytics capabilities. However, as with any new technology, such as AI technology, organizations must develop a unique set of resources to effectively leverage their investments to create business value. Therefore, the topic of this article is the role of artificial intelligence and knowledge management on business performance with an emphasis on new electronic marketing strategies in Mapna Company. The structure of the article is set as follows: in the first part, the introduction is discussed in relation to the main challenge of the research, and in the second part, the theoretical foundations, including the proposed theories and the results of the experimental studies conducted in connection with the subject, are presented. In the third part, the research method and tests used are described. The fourth part is dedicated to the test results and model estimation. In the fifth section, summary, conclusion and suggestions are presented.