Artificial Intelligence in the Business Context

Abstract

This article aims to review the emerging trends in the application of Artificial Intelligence (AI) within business processes, with a focus on analyzing its utilization across various functions, including marketing, production, finance, accounting, and human resource management. As a technology developed to mimic human behavior and cognitive processes, AI has become a crucial tool for enhancing organizational efficiency and performance. However, the adoption of AI in business contexts continues to face several obstacles and challenges, particularly in terms of ethics, transparency, and appropriate risk levels. This article synthesizes and analyzes information from academic literature and case studies to highlight the opportunities, barriers, and future directions of AI integration in driving business transformation in the digital era. The insights derived are intended to benefit executives and researchers interested in organizational behavior and digital strategy development.