THE ROLE OF ARTIFICIAL INTELLIGENCE AND BIG DATA TECHNOLOGIES IN BUSINESS ANALYTICS

Abstract

In today's digital economy, organizations generate enormous volumes of structured and unstructured data through business operations, customer interactions, financial transactions, and digital platforms. The effective analysis of these data has become a strategic necessity for improving organizational performance and maintaining competitive advantage. Artificial Intelligence (AI) and Big Data technologies have transformed traditional business analytics by enabling real-time data processing, predictive modeling, intelligent decision-making, and automated business processes. This study examines the role of Artificial Intelligence and Big Data in modern business analytics, analyzes their practical applications across various industries, identifies current challenges, and discusses future development opportunities. The paper also highlights international experiences and provides recommendations for the implementation of AI-driven business analytics in developing digital economies.