ANALYSIS OF THE UTILIZATION OF ARTIFICIAL INTELLIGENCE (AI) IN ENHANCING INNOVATION ACROSS VARIOUS MODERN BUSINESS SECTORS

Abstract

This study examines how the use of artificial intelligence (AI) can help various types of businesses to become more new ideas. Conducting research using the literature review method, namely analyzing five journals and five books related to the use of AI in business with publications in the period 2019-2023. This study aims to identify the role and capabilities of AI for the scope of modern business, analyze the contribution of AI in increasing innovation in several types of businesses, and explore the challenges and strategies for its implementation. The results of research on increasing artificial intelligence in decision making, automation processes, largescale data analysis, efficient operations, and individual services. By using the introduction of innovation for business design, procedures, goods, and services. AI is able to provide evidence that artificial intelligence continues to drive ideas in various industries such as manufacturing, SMEs, e-commerce, and finance. Overcoming the obstacles experienced by artificial intelligence including high costs, lack of experience, ethics that are considered lacking, confidential data and problems experienced by the system. The conclusion of the study is that AI must be more integrated into the strategic business approach in increasing business competition in this digital technology phase by considering technology, individuals, processes, and culture.