The Role of Artificial Intelligence Practices in Organizational Productivity with the mediating role of Artificial Intelligence Integration Effectiveness in the FMCG sector of Pakistan

Abstract

Artificial intelligence (AI) and other advanced technologies are increasingly recognized as essential catalysts for enhancing productivity due to their capability to transform nearly all operations within and outside firms. This study examines the Impact of Artificial intelligence (AI) practices on organizational productivity with the mediating role of artificial intelligence effectiveness in the FMCG sector of Pakistan. Primary data has been collected through a structured questionnaire from the FMCG sector of Pakistan. 180 current employees in the FMCG sector in Pakistan participated in the study. A convenience sampling technique was used to collect the primary data. Each question had five options; each of them was assigned a value from one to five. Rating “one” was strongly disagree and “five” was strongly agree. A questionnaire for this has been adopted from a past study. SPSS 17 has been used for statistical calculations. Results indicate that in the FMCG sector in Pakistan, artificial intelligence (AI) practices have a significant positive influence on organizational productivity. It is also concluded that organizational productivity is said to be mediated by artificial intelligence effectiveness. It is recommended that FMCG organizations are concerned, should completely understand the significance of artificial intelligence (AI) practices, so as to improve organizational productivity.