FRANKLIN ORE ARECHESilvia Hypatia Sarabia CansayaAnna Di Laura2026-03-222026-03-22202510.56741/bst.v4i03.1890https://doi.org/10.56741/bst.v4i03.1890https://andeanlibrary.org/handle/123456789/79132The rapid advancement of Artificial Intelligence (AI) has fundamentally transformed how organizations create and sustain competitive advantage. In contemporary business environments, data is no longer treated merely as a supporting asset but has emerged as a primary source of value creation. This article examines how data-driven approaches, enabled by AI technologies, generate competitive advantage through enhanced decision-making, personalization, and operational efficiency. Using a conceptual research method, this study synthesizes findings from international peer-reviewed journals to analyze the mechanisms through which data becomes economic value. The Results and Discussion section elaborates on three core dimensions: the transformation of data into value generators, the economic characteristics of data in AI-driven markets, and the strategic logic of value creation through data–algorithm–context alignment. The findings indicate that data-driven competitive advantage is contingent not only on data volume but also on data quality, governance, and organizational capability. This article contributes to the growing body of literature on AI-enabled strategy by offering an integrated framework for understanding data as a strategic source of competitive advantage.Competitive advantageCompetitive intelligenceValue (mathematics)Asset (computer security)Industrial organizationStrategic information systemCore (optical fiber)BusinessBusiness valueEconomicsarticle