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Integration of Artificial Intelligence and Machine Learning in Business Intelligence

Integration of Artificial Intelligence and Machine Learning in Business Intelligence
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Author(s): Faris Abuhashish (University of Petra, Jordan)and Isma Ismail (Universiti Sultan Zainal Abidin, Malaysia)
Copyright: 2026
Pages: 28
Source title: Strategic AI Integration in Business Intelligence
Source Author(s)/Editor(s): Abdelraouf Ishtaiwi (University of Petra, Jordan), Ahmad Al-Qerem (Zarqa University, Jordan), Mohammad Al Khaldy (University of Petra, Jordan)and Mohammad Alauthman (University of Petra, Jordan)
DOI: 10.4018/979-8-3373-6801-6.ch003

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Abstract

Integration of AI and ML in Business Intelligence represents a transformative paradigm shift, enabling organizations to automate insights, enhance predictive decision-making, and optimize strategic planning. This chapter examines methodologies for embedding AI/ML within BI through empirical research and case studies, revealing quantifiable improvements of 42% in processing efficiency and 31% in analytical accuracy. It addresses challenges in data quality, architectural scalability, and interoperability while identifying critical success factors including cross-functional collaboration and data literacy programs. The research demonstrates how successful integration serves as both catalyst and enabler for broader digital transformation, creating sustainable competitive advantage in data-driven business environments.

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