Our paper aims to empirically study the impacts of AI on the business intelligence mission and to examine the impact of business intelligence on the financial performance of companies listed on the Moroccan financial market. The data was collected through a survey of 59 companies listed on the Moroccan financial market. Structural least squares equation modeling is used to test the proposed relationships on the basis of primary data collected from managers active in these companies. The results show that machine learning significantly and positively affects business intelligence. Furthermore, the findings also illustrate that conversational AI positively and significantly affects business intelligence. However, hypothesis concerning the impact of neural networks on business intelligence was not confirmed. In addition, business intelligence significantly and positively impacts financial performance. Furthermore, our findings demonstrate that business intelligence can mediate relationship between machine learning and financial performance. Business intelligence also can mediate the link between conversational AI and financial performance. Nevertheless, the hypothesis regarding the mediation of connectedness between neural networks and financial performance is rejected.