The Features of AI in Modern Business

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Author(s): Wasin Alkishri (Arab Open University, Oman), Mahmood Al-Bahri (Sohar University, Oman), Jabar H. Yousif (Sohar University, Oman), Eimad Abusham (Sohar University, Oman)and Yousuf Al Husaini (Arab Open University, Oman)
Copyright: 2025
Pages: 34
Source title: Transforming Business Through Digital Sustainability Models
Source Author(s)/Editor(s): Afshan Younas (Arab Open University, Oman)and Aza Azlina Md. Kassim (Management and Science University, Malaysia)
DOI: 10.4018/979-8-3373-0608-7.ch013

Keywords: Business Science Reference / Knowledge Management and Library Science / Sustainable Business Practices / Technology Adoption & Evolution

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Abstract

Artificial intelligence (AI) is transforming the technology industry, reshaping business operations, competition, and growth. This chapter explores AI's diverse applications, from enhancing operational efficiency to revolutionizing customer service, decision-making, and innovation. AI processes vast amounts of data, uncovering patterns and generating actionable insights. Predictive analytics helps businesses anticipate customer behavior, market trends, and operational challenges. AI-driven automation reduces costs and frees human resources for creative roles, boosting productivity. Customer engagement has evolved with AI tools like chatbots, virtual assistants, and recommendation engines, enabling personalized interactions and marketing. However, challenges such as ethics, data privacy, and workforce upskilling remain. Businesses must balance AI adoption with transparency and accountability to drive sustainable growth and competitiveness.

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