ARTIFICIAL INTELLIGENCE AND REIMAGINING OF PRODUCT COMPETITIVENESS: AN ANALYSIS OF EMERGING DETERMINANTS
Purpose. The primary objective of this research is to identify, classify, and analyze the emerging AI-driven factors that determine product competitiveness in the digital era. The study specifically explores how AI integration – through mechanisms such as deep personalization, real-time adaptability, and autonomous optimization – creates a new paradigm for achieving competitive advantage. It also develops strategic recommendations for firms seeking to enhance their market positions.