The role of artificial intelligence and big data analytics in business management: A review of decision – making and strategic planning

Yıl 2024, Cilt: 6 Sayı: 2, 219 - 229, 31.12.2024

Deniz Çınar

Öz

This study provides an in-depth examination of the impact of artificial intelligence (AI) and big data analytics on business management. AI and big data analytics make decision-making and strategic planning processes more effective, rapid, and data-driven, thus offering companies a significant competitive advantage. The study highlights how AI and big data analytics allow businesses to better analyze customer behavior, anticipate market trends, and enhance operational efficiency. Findings indicate that data-driven decision-making processes provide strategic benefits to businesses, strengthening customer satisfaction and brand loyalty. However, the study also addresses challenges such as data security, privacy concerns, high implementation costs, and the need for trained personnel, offering insights into how these issues can be managed effectively. Furthermore, the study assesses the long-term implications of AI and big data analytics in business management, emphasizing the necessity of cultivating a data-oriented management culture. Future research is recommended to focus on the evolving applications of AI and big data analytics, and the importance of integrating these technologies into strategic planning and decision-making processes is underscored. This study reveals the essential role AI and big data analytics can play in driving sustainable growth and strengthening competitive advantage within businesses.

Anahtar Kelimeler

Artificial Intelligence, Big Data Analytics, Decision-Making, Strategic Planning, Business Management

Yapay zeka ve büyük veri analitiğinin işletmelerdeki rolü: Karar verme ve stratejik planlama üzerine bir inceleme

Öz

Bu çalışma, yapay zeka (YZ) ve büyük veri analitiğinin işletme yönetimindeki etkilerini kapsamlı bir şekilde incelemektedir. YZ ve büyük veri analitiği, işletmelerin karar alma ve stratejik planlama süreçlerini daha etkili, hızlı ve veriye dayalı hale getirerek işletmelere rekabet avantajı sunmaktadır. Çalışma, YZ ve büyük veri analitiği sayesinde işletmelerin müşteri davranışlarını daha iyi analiz edebilme, pazar eğilimlerini önceden tahmin etme ve operasyonel verimliliği artırma fırsatı bulduğunu ortaya koymaktadır. Bulgular, veriye dayalı karar alma süreçlerinin işletmelere stratejik açıdan faydalar sağladığını ve müşteri memnuniyetini güçlendirdiğini göstermektedir. Ancak, veri güvenliği, gizlilik, yüksek maliyetler ve personel eğitimi gibi uygulama zorlukları da ele alınmakta, bu zorlukların üstesinden gelmek için öneriler sunulmaktadır. Çalışma ayrıca YZ ve büyük veri analitiğinin işletmelerde uzun vadeli etkilerini değerlendirmekte ve veri odaklı bir yönetim kültürünün benimsenmesi gerekliliğini vurgulamaktadır. Gelecek araştırmalar için YZ ve büyük veri analitiği uygulamalarının gelişen yönlerine odaklanılması önerilmekte ve işletmelerin stratejik planlama ve karar alma süreçlerine bu teknolojilerin entegrasyonunun önemine dikkat çekilmektedir. Bu çalışma, YZ ve büyük veri analitiğinin işletmelerin sürdürülebilir büyüme sağlamasında ve rekabet gücünü artırmasında nasıl etkili bir rol oynayabileceğini ortaya koymaktadır.

Anahtar Kelimeler

Yapay Zeka, Büyük Veri Analitiği, Karar Alma, Stratejik Planlama, İşletme Yönetimi

Etik Beyan

Here’s the English version of the ethical statement: Ethics Statement This study was conducted in adherence to scientific ethical principles and guidelines. As a review article, it does not involve any experimental research or human participants, and therefore does not require ethical committee approval. All sources are properly cited, with attention given to copyright and accurate attribution.

Destekleyen Kurum

There are no conflicts of interest or financial support associated with this work. The contents of this article are the author’s original work and have not been published elsewhere.

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