Artificial Intelligence as a Business Transformation Tool: Applications, Benefits and Challenges in Today's International Business
DOI:
https://doi.org/10.71068/gps00002Keywords:
artificial intelligence, business transformation, international business, competitiveness, governance, international trade.Abstract
Artificial intelligence has ceased to be a technological promise to become a structural component of the operation of companies, and its influence today extends to the very configuration of international business. Based on the scientific production of the period 2019 to 2023, this research explores the applications, benefits and challenges of artificial intelligence as a tool for business transformation in the context of current international business, through a bibliographic review oriented to the Scopus and SciELO databases that culminated in a refined corpus of eligible publications submitted to thematic content analysis. The results show that artificial intelligence is applied with increasing success in marketing, customer service, human management, finance, supply chains and the internationalization of companies; whereas its adoption is associated with improving operational efficiency, personalising the customer experience, reducing costs and strengthening competitiveness; and that these benefits are conditioned by data quality, specialized talent, organizational capacity and ethical governance, as well as by adoption gaps between regions. It is concluded that artificial intelligence is a cross-cutting transformation tool, whose effective use requires strategy, internal capacities and responsible governance frameworks.
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Copyright (c) 2023 Jorge Alfonso Ajuria Ramos (Autor/a)
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