AI-Driven Talent Management and Sustainable Competitive Advantage in the FMCG Sector: The Role of Organizational Resilience and AI-Tech Trust

Abstract

This study examines the role of AI-driven talent management in attaining a sustainable competitive advantage for fast-moving consumer goods companies in Egypt. Specifically, it explores the mediating role of organizational resilience and the moderating effect of AI-tech trust in a highly volatile and dynamic business environment. Data were collected through an online self-administered questionnaire from 290 HR professionals from the FMCG sector in Egypt. The results reveal that AI-driven talent management enhances organizational resilience, thereby contributing to sustainable competitive advantage. Moreover, AI-tech trust positively moderates the relationship between AI-driven talent management and sustainable competitive advantage through organizational resilience. The results extend the resource-based view and dynamic capability view by demonstrating how AI-driven talent management and organizational resilience operate as dynamic capabilities that sustain competitiveness. The findings offer practical insights for FMCG leaders on leveraging AI-driven talent management to enhance organizational resilience and long-term competitiveness. As one of the earliest empirical investigations in a developing economy context, this study highlights the strategic importance of AI-driven talent management for sustaining competitiveness through organizational resilience and AI-tech trust in the FMCG sector. Keywords: Talent management, Artificial Intelligence, Sustainable Competitive Advantage, Organizational Resilience Capacity, AI-tech trust