The role of artificial intelligence and big data analytics in business management: A review of decision – making and strategic planning

Authors : Deniz Çınar

Pages : 219-229

View : 46 | Download : 120

Publication Date : 2024-12-31

Article Type : Review Paper

Abstract :This study provides an in-depth examination of the impact of artificial intelligence (AI) and big data analytics on business management. AI and big data analytics make decision-making and strategic planning processes more effective, rapid, and data-driven, thus offering companies a significant competitive advantage. The study highlights how AI and big data analytics allow businesses to better analyze customer behavior, anticipate market trends, and enhance operational efficiency. Findings indicate that data-driven decision-making processes provide strategic benefits to businesses, strengthening customer satisfaction and brand loyalty. However, the study also addresses challenges such as data security, privacy concerns, high implementation costs, and the need for trained personnel, offering insights into how these issues can be managed effectively. Furthermore, the study assesses the long-term implications of AI and big data analytics in business management, emphasizing the necessity of cultivating a data-oriented management culture. Future research is recommended to focus on the evolving applications of AI and big data analytics, and the importance of integrating these technologies into strategic planning and decision-making processes is underscored. This study reveals the essential role AI and big data analytics can play in driving sustainable growth and strengthening competitive advantage within businesses.
Keywords : Yapay Zeka, Büyük Veri Analitiği, Karar Alma, Stratejik Planlama, İşletme Yönetimi