In today's competitive environment, innovation plays a key role in improving firm performance, but its impact usually manifests indirectly through internal organizational mechanisms. The emergence of artificial intelligence as a transformative technology necessitates the redefinition of competitive strategies in organizations. This study aimed to investigate the impact of innovation on firm performance with the mediating role of strategic agility and artificial intelligence deployment strategies and the moderating role of resilience.This applied research is descriptive-correlational in method. The statistical population consisted of 160 managers and senior experts of industrial companies in Semnan Province, from which 111 valid questionnaires were collected through purposive sampling. Data were analyzed using Structural Equation Modeling.Results showed that innovation has a significant positive effect on strategic agility. Strategic agility improves firm performance both directly and indirectly through AI deployment strategies. Furthermore, strategic agility played a significant mediating role between innovation and performance, and AI deployment strategies played a significant mediating role between strategic agility and performance. However, the moderating role of resilience was not confirmed.Therefore, innovation leads to sustainable competitive advantage only when institutionalized through agile capabilities and AI-based technology strategies. Presenting an integrated model that simultaneously examines mediating and moderating variables with an emphasis on AI technology provides a more comprehensive understanding of mechanisms affecting firm performance in the digital transformation era.