In the digital age, business intelligence and its specialized teams, leveraging artificial intelligence, have a profound impact on customer behavior by enhancing financial and marketing performance. This study examines the influence of business intelligence and business intelligence teams on customer behavior performance, with financial and marketing performance serving as mediating roles through an artificial intelligence approach. The objective of this research is applied, following a descriptive-correlational method. The statistical population consists of employees from Azki Insurance Company in Tehran. The sample size was determined to be 167 individuals using G*Power software. Data were collected using standardized questionnaires, and the reliability was assessed using McDonald’s Omega coefficient. The content and face validity of the questionnaire were confirmed by the supervising professor and specialists. Data analysis was performed using SPSS and 4PLS software.
The findings revealed that financial and marketing performance mediates the relationship between business intelligence and customer behavior performance. Additionally, financial and marketing performance also mediates the relationship between business intelligence teams and customer behavior performance. Furthermore, business intelligence positively and significantly affects financial performance, customer behavior performance, and marketing performance. Similarly, business intelligence teams positively and significantly influence financial performance, customer behavior performance, and marketing performance. Financial performance has a positive and significant impact on customer behavior performance, and marketing performance also positively and significantly affects customer behavior performance.