ARTIFICIAL INTELLIGENCE AND BUSINESS DECISION-MAKING

Abstract

Artificial intelligence has become one of the most transformative technologies within contemporary organizations, significantly influencing business strategies and consumer behavior. The rapid expansion of digital transformation has enabled companies to integrate intelligent systems into multiple functional areas, including marketing, finance, coordination, customer service, and strategic management. Through automation, predictive analytics, machine learning, and personalization tools, organizations have improved operational efficiency and strengthened their competitive position. At the same time, consumers increasingly interact with algorithm-driven environments that shape purchasing decisions, content consumption, and digital experiences. Consequently, artificial intelligence has evolved from a technological innovation into a strategic asset that influences both organizational performance and consumer relationships. The study adopted a qualitative and descriptive-analytical approach based on a systematic literature review. Academic articles, scientific publications, institutional reports, and specialized studies published primarily between 2020 and 2026 were analyzed. Sources were selected from recognized databases such as Scopus, ScienceDirect, SpringerLink, Google Scholar, and Dialnet. The research focused on key topics including digital transformation, organizational strategy, artificial intelligence applications, consumer behavior, predictive analytics, automation, ethical challenges, and technological governance. A comparative analysis of authors, theoretical perspectives, and empirical findings was conducted to identify recurring patterns, emerging trends, opportunities, and challenges associated with artificial intelligence adoption in business environments. The findings indicate that artificial intelligence generates significant organizational benefits, including increased productivity, cost reduction, process optimization, innovation, and enhanced decision-making capabilities. From the consumer perspective, AI-driven personalization, recommendation systems, and omnichannel experiences have transformed purchasing behavior and customer expectations. However, the study also identified important challenges related to privacy, algorithmic bias, transparency, cybersecurity, technological dependence, and ethical governance. The analysis of business cases such as Amazon and Netflix demonstrated how artificial intelligence can create sustainable competitive advantages while simultaneously raising concerns about data usage and algorithmic influence. Overall, artificial intelligence has become a decisive strategic factor shaping the future of organizations and digital consumers.