What Competitive Advantage in the Era of Generative Artificial Intelligence?

DOI

10.2991/978-94-6239-711-8_3How to use a DOI?

Keywords

Competitive Advantage; Generative Artificial Intelligence; strategy

Abstract

Since its emergence, strategic management has undergone continuous change and disruption. However, the advent of artificial intelligence (AI), and especially generative artificial intelligence (GAI), has brought about an unprecedented upheaval.

GAI is not merely a technological advancement; it represents a major technological rupture capable of profoundly transforming the most fundamental foundations of strategic management, including those related to competitive advantage. It automates complex cognitive activities and accelerates the diffusion of knowledge. As a result, the core assumptions underlying traditional approaches to strategic management are increasingly being called into question.

The objective of this work is precisely to highlight this challenge and to assess its significance. To this end, we will first examine the two dominant frameworks of competitive advantage, namely Michael Porter’s positioning approach and Jay Barney’s resource-based view. Then, in a second step, we will show how GAI weakens the fundamental postulates of these two approaches. Finally, we will propose the dynamic capabilities approach, developed by Teece, as a more relevant conceptual framework for understanding firm competitiveness in an environment characterized by permanent technological instability, and for developing and sustaining competitive advantage.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Aissa Hireche
PY  - 2026
DA  - 2026/06/24
TI  - What Competitive Advantage in the Era of Generative Artificial Intelligence?
BT  - Proceedings of the International Conference on Artificial Intelligence Applications in Business Administration in MENA Region (ICAIABA 2026)
PB  - Atlantis Press
SP  - 21
EP  - 26
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-711-8_3
DO  - 10.2991/978-94-6239-711-8_3
ID  - Hireche2026
ER  -