Competitive Advantage in Light of AI to Achieve Innovative as a Key of the SDGS: Palestinian Insurance Industry

Objective: The study aims to shed light on the role of artificial intelligence in enhancing the competitive advantage of insurance companies listed on the Palestine Stock Exchange and as a result promoting innovation.   Theoretical Framework: The study relied on the knowledge-based theory (innovative knowledge), which is difficult to replicate and helps the company become a market leader.   Method: The study used a descriptive-analytical approach And correlation coefficients, with a Random sample consisting of 100 managers and heads of marketing, sales, and customer service departments.   Results and Discussion: The results revealed that the overall degree of artificial intelligence in the sample companies was between moderate and high. The findings confirmed the presence of a positive, statistically significant effect of using artificial intelligence dimensions in enhancing the competitive advantage of insurance companies and therefore promoting innovation.   Research Implications: Based on the aforementioned results, the study recommended expanding investment in artificial intelligence areas while adopting modern marketing approaches in dealing with policyholders. It emphasized the importance of taking into account customers' perspectives and expectations to meet their needs and desires.   Originality/Value: This study contributes to the understanding of how artificial intelligence can be leveraged to enhance the competitive advantage of insurance companies, providing a strategic perspective based on the knowledge-based theory.