EFFECTIVE ECONOMIC DEVELOPMENT OF THE ENTERPRISE THROUGH INTELLIGENT DATA ANALYSIS: USING AI TO PREDICT AND OPTIMIZE BUSINESS STRATEGIES
Abstract
Given the complexity of the environment, rapid technological development, changes in consumer behavior and the growth of information volumes, modern companies face an important task of adapting to current transformations and timely responding to new challenges. This requires companies to adopt new approaches to data analysis, and artificial intelligence plays a leading role in this process. New technologies make it possible to process huge amounts of data, which cannot be realized by traditional methods. Artificial intelligence creates unique values for the company, serving to improve strategic management and forecasting. The purpose of the work is to determine the role and directions of using artificial intelligence in the optimization of business strategies and the process of forecasting. The research used the methods of analysis and synthesis, the descriptive method, the method of logical generalization, and graphic methods. The results of the study indicate the need to introduce artificial intelligence to strengthen competitiveness, as well as its important role in optimizing business strategies and forecasting. At the same time, it was established that the use of artificial intelligence cannot be considered as a separate technology that makes intelligent decisions by itself. Without integration into business processes and a clear definition of the tasks that artificial intelligence is designed to solve for the benefit of the company, it will not bring the desired results. Therefore, the introduction of artificial intelligence by a company should involve the development and implementation of a strategy aligned with the goals and needs of the company. The basics of developing a strategy for the introduction of artificial intelligence are outlined. The role of artificial intelligence in optimizing other strategies of the company, for example, advertising strategy, is noted. A wide range of areas of application of artificial intelligence in the process of forecasting is revealed, in particular, to forecast energy consumption, demand, sales, supply chains, customer churn, target audience, behavioral characteristics, etc. The findings can be applied by companies to improve the process of implementing artificial intelligence by defining clear goals and strategic guidelines.
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