This study explores the role of artificial intelligence (AI) in shaping competitive advantage by reviewing the existing literature. It reviews literature with considering AI as a strategic resource, its integration with human judgment, contributions to decision-making quality, applications in marketing and innovation, cultural influences on adoption, and future research directions. The findings highlight AI as both a technological enabler and a sociotechnical phenomenon whose value depends on complementary assets, governance, and culture. Artificial intelligence (AI) has emerged as a transformative force reshaping the foundations of strategic management and competitive positioning. This review synthesizes findings from highly cited studies, highlighting several recurring themes: the role of AI as a strategic resource, the complementarities between human expertise and AI systems, improvements in decision quality and responsiveness, contributions to marketing and innovation practices, and the importance of organizational culture as a mediating factor. The analysis suggests that while AI adoption is strongly associated with enhanced firm performance, its benefits are contingent upon cultural readiness, governance practices, and integration into broader organizational processes. At the same time, unresolved challenges remain, including sustainability of advantage, ethical and regulatory concerns, and implications for workforce transformation. By consolidating insights across these domains, the review provides a structured agenda for future research on how firms can translate technological potential into lasting strategic outcomes.
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