From Software to Strategy: The Role of Culture and Innovation in The Hybrid Digital Transformation of Companies. The Role of Artificial Intelligence in Creating Organizational Competitive Advantage
From Software to Strategy: The Role of Culture and Innovation in The Hybrid Digital Transformation of Companies. The Role of Artificial Intelligence in Creating Organizational Competitive Advantage

Summary/Abstract: The paper highlights that digital transformation is more of a strategic and organizational challenge than a purely technological one, and that success depends on adaptive leadership and an organizational culture capable of navigating the complexities of the hybrid era. Recent research, including the 2025 global leadership study, confirms the need for an "AI-First Leadership" mindset, which views artificial intelligence as a tool to augment human capabilities, not to replace them. The article analyzes the evolution of IT applications through the lens of the latest trends. ERP systems are rapidly migrating to Cloud solutions to facilitate truly hybrid management, integrating AI/ML for predictive decisions and task automation. CRM systems focus on hyper-personalization through GenAI for a unified customer view, an approach supported by Forrester research which shows that a "customer-first" culture accelerates growth by 2.8 times. The transformation of supply chain management (SCM) systems towards a "composable" architecture is also highlighted, a key strategic objective for companies seeking agility and resilience in the face of disruptions. In the field of Business Intelligence, a 2025 MIT Sloan research suggests that systems are moving towards "augmented analytics" and the use of "agentic AI" — artificial intelligence systems that are capable of autonomously initiating, coordinating,and adapting actions to perform tasks independently — to proactively discover new insights and support strategic decisions. In conclusion, the authors argue that a sustainable competitive advantage is created at the intersection of technology, culture, and leadership, by promoting an effective symbiosis between human and artificial intelligence to drive continuous innovation.

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