Artificial Intelligence Integration in Business Management Education: Organizational Capability Development and Customer-Centric Skills among University Students in Lima, Peru

Abstract

This study examines the integration of artificial intelligence (AI) into business management education and its influence on the development of organizational capabilities and customer-centric skills among university students in Lima, Peru. A quantitative explanatory approach was employed using a non-experimental, cross-sectional design and covariance-based structural equation modeling (CB-SEM) to evaluate the proposed conceptual model. The sample consisted of 385 undergraduate students enrolled in business management–related academic programs. The findings indicate statistically significant relationships between AI training and organizational capability development (β = 0.61; p < 0.001), as well as between organizational capabilities and customer-centric skills (β = 0.55; p < 0.01). Additionally, a direct effect of AI training on customer-oriented competencies was identified (β = 0.48; p < 0.05), highlighting the educational value of intelligent technologies in business contexts. Despite these positive outcomes, barriers such as limited practical exposure to AI tools, technological infrastructure constraints, and insufficient curricular integration were identified. The study proposes academic and institutional strategies to strengthen AI integration within business management curricula. Overall, AI emerges as a strategic component for developing organizational understanding and customer-focused competencies aligned with digital business transformation.