Role and Application of Artificial Intelligence in Business Analytics: A Critical Evaluation

Abstract

The commercial adoption of artificial intelligence in business analytics tools across multiple industries is being driven by the rising volume and complexity of company data. Business organizations are being helped by the widespread application of artificial intelligence and machine learning in business intelligence to glean meaningful insights from sizable and complicated datasets and provide business recommendations that are clear to any business user. Within the industry of information technology, the business analytics is used to refer the usage of computing to gain the insights from data. Such data can be acquired from the internal sources of company like from its enterprise resource planning application, warehouse and mart data, providers of third-party data, or from other public sources. Sample of 198 respondents from different business sectors were to know the role, application and impact of artificial intelligence in business analytics. It is found that there is a significant role of artificial intelligence in business analytics. This paper provides a rigorous examination of the literature in an effort to illustrate the value-creating procedures and to elucidate how organizations may employ AI technologies in their operations. In this study, the forms of AI use in the organizational setting, first- and second-order impacts, and usage typologies are highlighted along with the significant enablers and inhibitors of AI adoption and use. Our analysis synthesizes the current literature.