Assess the Role of AI in Real-Time Decision-Making and Adaptation in Response to Market Dynamics in Maharashtra, India

Abstract

The Information Technology (IT) sector generates vast amounts of data and requires rapid, accurate business decisions, driving the adoption of Artificial Intelligence (AI) as a decision-support tool. This study assesses the role of AI in supporting real-time business decision-making and organizational adaptation to market dynamics among IT employees in Maharashtra, while emphasizing the continuing importance of human judgment. A positivist philosophy and deductive approach were adopted using a quantitative, cross-sectional survey design. Primary data were collected from 900 IT employees through a structured five-point Likert scale questionnaire using stratified random sampling. Reliability of the measurement scales was confirmed through Cronbach's alpha values ranging from 0.78 to 0.89. Data were analysed using descriptive statistics, chi-square tests, Pearson correlation, multiple linear regression and one-sample t-tests. Findings indicate that employees perceive AI as a valuable and reliable decision-support tool that improves decision speed, accuracy and organizational adaptability. Real-time decision support showed a significant positive relationship with decision speed and accuracy (r = 0.49, p < 0.001), while market adaptation was positively associated with decision quality (r = 0.44, p < 0.001). The regression model explained 58% of the variance in employee satisfaction with AI, with real-time decision support emerging as the strongest predictor. Skill gaps and implementation costs were identified as the primary barriers to AI adoption, whereas organizational size had no significant influence. The study concludes that AI enhances business decision-making and organizational responsiveness without replacing human intelligence or judgment. It recommends greater investment in employee training, explainable AI systems, responsible AI implementation, and continuous human oversight.