USAGE OF ARTIFICIAL INTELLIGENCE IN MANAGEMENT OF MODERN ENTERPRISE
Abstract
The article is devoted to topical issues of determining the directions of application of artificial intelligence (AI) in the management of a modern enterprise. The study uses the methods of grouping, deduction, abstraction and analysis to summarise the theoretical provisions on the study of the areas of application of AI technologies in the activities and management of an enterprise. It is substantiated that in the future, the management of a modern enterprise will be associated with artificial intelligence technologies. In the context of further digitalisation of society, their breakthrough innovation potential can provide sustainable competitive advantages both in the domestic market and when entering foreign markets. The author analyses the main components of AI, such as machine learning, deep learning, natural language processing, computer vision, robotics, expert systems, recommender systems, autonomous systems, intelligent agents, and the areas of their application in a modern enterprise. The author describes AI technologies that can improve management processes at an enterprise, in particular, production management, investment management, marketing and sales management, financial management, and human resource management. It has been proven that AI is increasing its impact on various aspects of modern enterprise management. However, despite the advantages provided to modern enterprises by the implemented AI technologies, their use remains insignificant. The article presents the results of a McKinsey study on the use of AI in the activities of enterprises, which showed that only 22% of enterprises regularly use it in their work. The respondents identified the areas of management in which AI is already used in their companies. The largest share of respondents indicated that AI is used in marketing and sales management - 14%, in the development of new products and services - 13%, and in service operations - 10%. It was also found that 40% of organisations plan to increase investments in AI in the near future. The study proves that companies that want to remain competitive need to consider the possibilities of applying AI technologies in their operations, as well as formulate their own strategy for implementing AI in the company's business processes. It is crucial for organisations to approach the introduction of AI with careful planning, continuous evaluation, and a commitment to the responsible use of AI technologies, ensuring its harmonious integration into the enterprise structure. This requires an increase in investment in the field of AI, creation of a team that should understand both the peculiarities of management processes and AI technologies. The practical value of the article lies in determining the prospects for the application of AI in enterprise management.
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