AI Adoption and Its Impact on Enhancing Customer Insights Towards Sustainable Economic Performance in Oman’s Telecommunication Sector
Keywords:
AI adoption; customer insights; sustainable economic performance; telecommunications; Oman; digital transformation; predictive analytics; S-O-R theory; Oman Vision 2040; TOE framework.Abstract
Artificial intelligence (AI) is reshaping telecommunications worldwide, yet its effect on customer insights and sustainable economic performance in Oman’s telecom sector remains underexplored. This mixed-methods study examines how AI adoption, spanning predictive analytics, machine learning, natural language processing and automated customer service, enhances customer insights and sustainable performance at Omantel, Ooredoo Oman and Vodafone Oman. Grounded in Innovation Diffusion Theory, the Technology–Organisation–Environment framework and the Resource-Based View, it combines a subscriber survey (n = 72) with operator interviews. Results show that 87.5% of subscribers now discover services digitally (z = 6.364, p < 0.001). Five themes emerge: AI-driven personalization, 5G and app ecosystems, trust and transparency, COVID-19 as a digital accelerator, and customer satisfaction as a mediator. The study addresses a gap in Gulf telecom research and offers recommendations for operators, policymakers and regulators aligned with Oman Vision 2040.
