Navigating the AI Era: The Crucial Role of Digital Capabilities in Companies Operating in Tunisia

Moetez Khemiri, Refka Mediouni

Mastery of digital tools, understanding of artificial intelligence (AI) algorithms, and the ability to analyze and leverage data constitute key competencies for promoting the integration of AI. In Tunisia, despite the progressive digital transformation, many companies face challenges related to the adoption of these innovative technologies. Within this context, the research objective is to study the impact of digital capability on AI adoption among businesses operating in Tunisia. To this end, a representative sample of companies was established, including various sectors of activity, sizes, and levels of digital maturity. This study underscores the stakes of corporate digital competencies in leveraging the potential offered by AI. Indeed, the mastery of advanced digital technologies allows companies to optimize their processes, reduce operational costs, and increase their innovation capacity, thereby fostering a competitive differentiation and strengthening their economic position and market competitiveness.