Experiences of Electronic Startups in Adopting Artificial Intelligence Technologies: NET SERVICE OGX as a Model

Abstract

This study aims to highlight the pivotal role of artificial intelligence in enhancing the sustainable competitive advantage of startups. The study sample consisted of NET SERVICE OGX, an electronic startup supported by the Business Incubator of the University of Ouargla. The descriptive method was adopted to present the conceptual aspect of artificial intelligence and theories of competitive advantage. An interview was used for the part related to the case study. The study found that artificial intelligence tools made a significant and noticeable contribution to the company's ability to innovate electronic services and products. This contribution increased the company's competitiveness and improved its performance.