Role And Trends of Artificial Intelligence In Business: Literature Review

Abstract

Artificial intelligence (AI) has significantly transformed the business landscape in recent decades. This article aims to review the role and current trends in the application of AI in the business world, based on existing literature. AI has been widely used to enhance operational efficiency, automate business processes, and facilitate decision-making through deeper data analysis. This technology has also accelerated innovation in customer service, with the use of increasingly sophisticated chatbots and virtual assistants. Furthermore, recent trends indicate a rise in AI usage for personalizing customer experiences, optimizing marketing, and managing supply chains. Although AI offers numerous benefits, challenges such as ethics, data privacy, and the need for new skills in the workforce also require attention. This article concludes that the application of AI in business not only improves efficiency but also opens up opportunities for competitive advantage in the global market. Wise and sustainable implementation will be the key to success for companies in this digital era.