USE OF ARTIFICIAL INTELLIGENCE IN STRATEGIC MANAGEMENT OF ENTERPRISES

Abstract

The development trends and possibilities of using artificial intelligence in strategic management of the company under crisis conditions to stabilize and preserve business competitiveness are studied. The areas of application and the place of artificial intelligence in business process management, the impact of innovations using machine learning on the strategic aspect of the company's activities are analyzed in order to formulate recommendations for ensuring competitive advantages and optimizing the use of limited resources.

        Based on the conducted analysis, the positive impact of the introduction of innovations on business profitability has been proven. The main advantages of artificial intelligence based technologies and the drivers of their development are determined. The use of artificial intelligence for predicative analysis with the aim of further using the results in strategic management and company's activities is considered. The capacity of artificial intelligence to optimize the activities of specialists in the field of marketing and management is analyzed. The possibilities of researching competitive markets and behavioral aspects of the company's customers with the help of Big Data based artificial intelligence are determined, the technology’s synergy with modern CRM systems is described. The advantages of using artificial intelligence in the expansion of the company's activities are outlined; they are associated with the capacity of technologies based on artificial intelligence and machine learning to provide a highly personalized positive customer experience of interaction with the company, even under changing conditions.

      Special attention is paid to the main methods of using artificial intelligence in the implementation of enterprise’s business model under crisis conditions. The processes and principles of artificial intelligence integration into the company's activities are analyzed, data quality indicators are determined to minimize the risks of introducing innovations and the conditions are defined for the effective use of these technologies to create competitive advantages that will allow for quick adaptation to the negative impact of the external environment on established business processes.