The global supply networks have been disrupted and weak connections exposed to an extent that few people have ever seen in their lifetime due to the COVID-19 epidemic. As a result of the severity of the crisis, every country and industry is feeling the effects, and the massive shifts in demand and supply that have happened throughout the epidemic are easily distinguishable from the effects of previous crises. We looked into the adaptability of alliance management and AI-driven supply chain analytics in the context of an ever-changing external environment. We examined four hypotheses in this area using survey data from the American auto components manufacturing industry. To do the analysis, we used Smart PLS. Alliance management capabilities, mediated by AI-powered supply chain analytics capacity, have been found to increase an organization's operational and financial performance. We also discovered, with environmental dynamics as a moderating factor, that alliance management capability has a substantial impact on AI-powered supply chain analytics capabilities. Based on our findings, we have a deep appreciation for the interplay between dynamic capacities and the relational view of organization. Finally, we pointed up the limitations of our study and offered a number of directions for future investigation that might help address some of the concerns that our results raise.

The purpose of this study is to investigate the moderating role of digital marketing strategies on innovation through Artificial Intelligence (AI) mediating impact in Small and Medium Enterprises within Saudi Arabia. Advanced analytics tools analyzed data from KSA SMEs to establish the role of AI, customer behavior, and experiences in product and process innovation. Artificial intelligence boosts product and process innovation with unconventional customer knowledge. Integrating AI combined with digital marketing to improve decisions and efficiency, to increase understanding of customer dynamics for sustaining growth and promoting collaborations. Using AI-empowered digital marketing strengthens Saudi SMEs advancement by promptly reacting to market motions. Sustainability practices attract the environmentally conscious consumer. This research provides actionable insights for SMEs who want to employ digital marketing and AI strategies and contribute to building an economic environment in Saudi Arabia.