Review of Using Technologies of Artificial Intelligence in Companies

Abstract

Artificial intelligence (AI) has become increasingly prevalent in business as companies adopt machine algorithms that can learn and improve over time. These AI-powered solutions are used in various business areas, including operations, analytics, product personalisation, marketing, sales, customer service, and human resource (HR). AI can help companies automate mundane tasks, make smarter decisions based on data and insights, and provide capabilities for smoother customer experiences, better customer service, and increased efficiency. AI has also allowed companies to enhance the quality of their digital services, optimise supply chain processes, and gain access to real-time insights and analytics. Companies can use AI to reduce lead times, generate new customer insights, improve customer service, and create meaningful customer experiences. This paper aims to address the gap in knowledge on incorporating AI into business strategy by conducting a critical literature review, synthesising current approaches and frameworks, highlighting potential benefits, challenges, and opportunities, and discussing future research directions.