Artificial Intelligence and Strategic Decision-Making: Evidence from Entrepreneurs and Investors

This paper explores how artificial intelligence (AI) may impact the strategic decision-making (SDM) process in firms. The authors illustrate how AI could augment existing SDM tools and provide empirical evidence from a leading accelerator program and a start-up competition that current large language models can generate and evaluate strategies at a level comparable to entrepreneurs and investors. The authors then examine implications for the key cognitive processes underlying SDM - search, representation, and aggregation. Their analysis suggests that AI has the potential to enhance the speed, quality, and scale of strategic analysis, while also enabling new approaches, like virtual strategy simulations. However, the ultimate impact on firm performance will depend on competitive dynamics as AI capabilities progress. The authors propose a framework connecting AI use in SDM to firm outcomes and discuss how AI may reshape sources of competitive advantage. The authors conclude by considering how AI could both support and challenge core tenets of the theory-based view of strategy. Overall, the authors' work maps out an emerging research frontier at the intersection of AI and strategy.