Designing a Paradigmatic Model for the Application of Artificial Intelligence in Iranian Platform Businesses

Abstract

This study aimed to design a paradigmatic model for the application of artificial intelligence in Iranian platform businesses by identifying the causal, contextual, and intervening conditions, strategies, and consequences associated with this phenomenon. This study employed a qualitative exploratory design. Data were collected in two stages. First, documents, website content, technological reports, and information related to artificial intelligence applications in Digikala, Amazon, and Alibaba were examined through qualitative content analysis. Second, semi-structured in-depth interviews were conducted with 12 experts in platform businesses, artificial intelligence, management, and academia to develop and contextualize the initial concepts. Participants were selected purposively, and data collection continued until theoretical saturation was achieved. The data were analyzed using grounded theory through open, axial, and selective coding, while MAXQDA software was used to organize and manage the qualitative data. The findings indicated that the application of artificial intelligence in Iranian platform businesses is a multidimensional and ecosystem-level phenomenon. Five overarching dimensions emerged: transactional and interactive platform architecture, dynamic market mechanisms, intelligent logistics and physical supply chains, empowerment and automation of business partners, and governance, regulatory alignment, and ecosystem development. In the paradigmatic model, increasing platform competition, growth of behavioral and transactional data, the need for personalized customer experiences, and increasing operational complexity were identified as causal conditions. Digital infrastructure, data resources, and organizational capabilities constituted contextual conditions, whereas regulations, sanctions, trust, security, and access to financial and technological resources formed intervening conditions. The main strategies included developing AI capabilities, automating processes, intelligent market and logistics management, and empowering sellers. The principal consequences were improved customer experience, higher operational efficiency, better decision-making, enhanced security, and stronger platform competitiveness. Successful development of artificial intelligence in Iranian platform businesses requires an integrated approach that simultaneously addresses technology, data, organizational structure, governance, market mechanisms, logistics, and institutional conditions.