Businesses and organizations today are increasingly overtaking the power of Artificial Intelligence (AI) as a strategic asset that enhances their competitiveness and overall business results. This study investigates the impact of Strategic Artificial Intelligence Orientation (SAIO) on the Firm Performance (FP) with the mediator role of Digital Innovation Capability (DIC). The research design used was of a quantitative, descriptive and explanatory type and primary data weregathered from 400 managers/executives of establishments that have adopted AI by using a structured questionnaire instrument. Results indicate that companies with greater strategic AI orientation are more technologically innovative and have higher company performance. The study shows that using AI in strategic decision making and innovation principles improves the competitiveness in an organisation and helps in sustainable growth of the business.
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