Revue de Recherches et Etudes Scientifiques
Volume 20, Numéro 1, Pages 1170-1188
2026-01-26
Enhancing The Competitive Advantage Of Industrial Enterprises In The Age Of Artificial Intelligence: An Analytical Study Of Bmw’s Experience
Authors : Salah Nesrine .
Abstract
This study aims to analyze the role of artificial intelligence in enhancing the competitive advantage of industrial enterprises, using the case of BMW as an applied model. The descriptive-analytical method was adopted, along with the case study approach, to explore the strategic empowerment dimensions of smart technologies. The findings reveal that integrating artificial intelligence into industrial processes contributed to improving inspection accuracy and reducing defect rates. Moreover, it enabled the company to lower operational costs and enhance the efficiency of its value chain. Based on these results, the study recommends adopting clear digital strategies and developing specialized human competencies to help industrial enterprises achieve an effective digital transformation that leads to a sustainable competitive advantage.
Keywords
Artificial Intelligence ; Competitive Advantage ; Industrial Enterprise ; BMW
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