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Abstract
The integration of Artificial Intelligence (AI) into digital business strategies is reshaping industries and revolutionizing how organizations operate. This study aims to explore the dynamic relationship between digital business and AI by assessing the impact of AI adoption on business outcomes such as operational efficiency, customer satisfaction, and revenue growth. The research employs a qualitative approach, specifically a comprehensive literature review, to analyze key studies, identify trends, and understand the challenges organizations face in integrating AI technologies into their business models. By synthesizing existing literature, the study investigates the role of AI in transforming business operations, enhancing customer experiences, and driving innovation across various industries. The findings suggest that AI has significantly enhanced business processes by automating tasks, improving decision-making, and personalizing customer interactions, thus enabling companies to maintain competitive advantages. However, the research also highlights several barriers to AI adoption, including challenges related to data quality, skilled workforce, and ethical considerations. Furthermore, the study identifies future trends in AI integration, such as the potential for AI to drive innovation in business models and contribute to strategic decision-making. This research contributes to the theoretical understanding of AI in digital business while offering practical insights for organizations seeking to leverage AI for sustained growth and innovation.
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References
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References
Agrawal, A., Gans, J., & Goldfarb, A. (2018). Prediction machines: The simple economics of artificial intelligence. Harvard Business Press.
Bessen, J. E. (2019). AI and Jobs: The Role of Demand. NBER Working Paper No. 24235.
Bharadwaj, A., El Sawy, O. A., Pavlou, P. A., & Venkatraman, N. (2013). Digital business strategy: Toward a next generation of insights. MIS Quarterly, 37(2), 471-482.
Brynjolfsson, E., & McAfee, A. (2014). The second machine age: Work, progress, and prosperity in a time of brilliant technologies. W. W. Norton & Company.
Burrell, J. (2016). How the machine ‘thinks’: Understanding opacity in machine learning algorithms. Big Data & Society, 3(1), 1-12.
Chong, A. Y. L., Li, B., & Ngai, E. W. T. (2020). Predicting supply chain management performance using artificial intelligence: A systematic review. International Journal of Production Economics, 228, 107753.
Chui, M., Manyika, J., & Miremadi, M. (2016). Where machines could replace humans—and where they can’t (yet). McKinsey Quarterly.
Dastin, J. (2018, October 10). Amazon scraps secret AI recruitment tool that showed bias against women. Reuters. https://www.reuters.com/article/us-amazon-com-jobs-automation-insight-idUSKCN1MK08G
Davenport, T. H. (2018). Artificial intelligence for the real world. Harvard Business Review, 96(1), 108-116. https://hbr.org/2018/01/artificial-intelligence-for-the-real-world
Esteva, A., Kuprel, B., & Novoa, R. A. (2019). Dermatologist-level classification of skin cancer with deep neural networks. Nature, 542(7639), 115-118. https://doi.org/10.1038/nature21056
Goodall, N. J. (2014). Machine ethics and autonomous vehicles. In Road Vehicle Automation (pp. 93-102). Springer Vieweg, Berlin.
Huang, M.-H., & Rust, R. T. (2021). Artificial Intelligence in Service. Journal of the Academy of Marketing Science, 49(1), 19-39.
Laudon, K. C., & Traver, C. G. (2017). E-commerce: business, technology, society. Pearson.
Lee, J., Bagheri, B., & Kao, H.-A. (2017). A cyber-physical systems architecture for industry 4.0-based manufacturing systems. Manufacturing Letters, 1(1), 18-23.
O'Neil, C. (2016). Weapons of math destruction: How big data increases inequality and threatens democracy. Crown Publishing Group.
Porter, M. E., & Heppelmann, J. E. (2014). How smart, connected products are transforming competition. Harvard Business Review, 92(11), 64-88.
Russell, S., & Norvig, P. (2016). Artificial intelligence: A modern approach (3rd ed.). Pearson
Shankar, V., Fong, J., & Soman, D. (2019). Artificial Intelligence in Retail: A Marketing Perspective. Journal of Retailing, 95(1), 12-22.
Westerman, G. (2016). The Digital Transformation Playbook: Rethink Your Business for the Digital Age. Wharton Digital Press.