AI-POWERED ENTERPRISE GROWTH STRATEGY MODELS FOR SUSTAINABLE MARKETING BUSINESS EXPANSION

DINETH RATNAYAKE

doi:10.5281/zenodo.19726723

Authors

DINETH RATNAYAKE Co-Founder, CEO, Digital Novelty

DOI:

https://doi.org/10.5281/zenodo.19726723

Keywords:

Artificial Intelligence, Enterprise Growth Strategy, Sustainable Marketing Expansion, Customer Intelligence, AI Governance, Machine Learning, Strategic Agility

Abstract

The rapid integration of artificial intelligence (AI) into enterprise systems has fundamentally transformed the strategic architecture of marketing organizations seeking sustainable expansion. This study develops and empirically validates an AI-powered enterprise growth strategy model that integrates AI capability maturity, enterprise growth enablers, and sustainable marketing performance outcomes. Using a mixed-method approach combining structural equation modeling (SEM) and machine learning algorithms, data from 312 marketing enterprises were analyzed to examine both causal relationships and predictive effects. Results reveal that AI capability maturity significantly enhances customer intelligence capability, operational efficiency, innovation velocity, and strategic agility, which collectively drive sustainable marketing business expansion. Customer intelligence capability emerged as the strongest mediator of growth sustainability. Machine learning validation demonstrated high predictive accuracy, with Random Forest outperforming alternative models (R² = 0.82), and identified data infrastructure robustness and AI governance compliance as the most influential determinants of growth stability. Interaction analysis further showed that automation intensity yields optimal outcomes when supported by strong governance frameworks. The findings underscore that sustainable expansion is contingent upon systemic AI integration, ethical oversight, and customer-centric intelligence rather than isolated technological adoption. This research contributes to enterprise growth theory by proposing a multidimensional AI maturity framework that aligns technological capabilities with long-term strategic resilience

Author Biography

DINETH RATNAYAKE, Co-Founder, CEO, Digital Novelty

Co-Founder, CEO, Digital Novelty (B2C arm under Codax)

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