THE USE OF ARTIFICIAL INTELLIGENCE TOOLS IN BUSINESS

Abstract

Artificial Intelligence (AI) research has emerged as a crucial field of study with the potential to transform industry and society. This paper explores the evolution of AI in the business context through a systematic literature review to understand the impact of this technology on business. The aim is to trace the trajectory of AI, highlighting its main applications, benefits, and challenges. The rationale for the study lies in the need to understand how AI has been integrated into companies and what its implications are for the future of business. A systematic literature review was chosen as the methodology to ensure a comprehensive and critical analysis of existing studies. This qualitative approach involved rigorously defining inclusion and exclusion criteria, with the selection of peer-reviewed articles and high-quality studies. The research identified the main phases of AI evolution, from its earliest implementations to the most recent innovations. The results show that AI has been applied in areas such as process automation, data analytics, and customer service, offering significant advantages such as increased efficiency and personalization. However, challenges also arise, including governance issues and resistance to change. In conclusion, AI is shaping the business environment in profound and diverse ways. While it offers innovative solutions and drives business success, companies must address the challenges associated with its implementation. Adopting a well-defined strategy and addressing the complexities of AI is essential to maximizing its benefits and sustaining future innovation. The study underscores the importance of effective AI integration to drive business growth and transformation.