Abstract

This study examines the influence of Amazon Web Services (AWS) on organizational performance through cognitive engagement, cognitive insights, and process automation in Pakistani industries. AWS has emerged as a transformative technology, enabling organizations to leverage AI-driven tools for decision-making, automation, and enhanced employee engagement. However, understanding its impact within the Pakistani context remains underexplored, particularly in terms of organizational performance and strategic integration. The research employed Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze data from 200 respondents across IT and Operations departments. Key constructs included AWS’s role in driving cognitive and automation capabilities and their subsequent effect on performance. The findings confirmed that AWS significantly enhances cognitive engagement, generates actionable insights, and facilitates process automation, collectively contributing to improved organizational performance. Organizations should address integration complexities and data security challenges, align AWS tools with strategic goals, and invest in workforce training, enhancing adaptability to fully leverage AI-driven platforms for improved decision-making, automation, and sustainable growth in Pakistan.