| Abstract: | Modern business environments are characterized by rapid technological changes, the digitalization of business processes, and an increasing amount of data that significantly influence business decision-making. Data analytics and artificial intelligence are becoming key tools for decision support, enabling companies to process data more efficiently, identify patterns, predict trends, and improve the quality, speed, and reliability of decision-making. This thesis examines the importance of data analytics and artificial intelligence in business decision-making and their impact on modern management approaches, digital transformation, and data-driven management.
The thesis is based on a review of domestic and international scientific and professional literature in the fields of data analytics, artificial intelligence, management, and business decision-making. Special attention is given to the relationship between data analytics and artificial intelligence, their advantages, limitations, and influence on organizational culture, decision-making processes, and the role of management. Ethical and organizational challenges related to the use of artificial intelligence, such as data bias, transparency, accountability in decision-making, and the need for the development of employee competencies, are also discussed.
The findings indicate that the effective use of data analytics and artificial intelligence can significantly contribute to improved business decision-making, increased competitiveness, and better adaptation to changes in the digital business environment. At the same time, the successful implementation of these technologies requires an appropriate organizational culture, the development of a data-driven culture, and thoughtful integration of modern technologies into management processes. |
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