International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

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AI and Business Analytics: Transforming Decision-Making in Technology-Driven Firms

Author(s) Mr. Veer Sahni
Country India
Abstract This paper reviews contemporary research on the integration of Artificial Intelligence (AI) and Business Analytics (BA) in transforming decision-making within technology-driven firms. AI, through machine learning, natural language processing, and predictive modelling, enhances BA’s capacity for data analysis, enabling faster, more accurate, and adaptive decision-making across strategic, operational, and financial domains. This integration is particularly vital for technology-intensive firms that operate in dynamic digital environments where data-driven insights determine competitiveness and innovation. The reviewed literature highlights substantial benefits, including improved cost efficiency, productivity, and real-time responsiveness, while also identifying challenges such as data privacy risks, algorithmic bias, high implementation costs, and workforce skill gaps. Economically, the adoption of AI-enhanced analytics is linked to increased firm competitiveness, innovation-driven growth, and evolving labour market dynamics. The paper underscores that while AI and BA collectively empower firms to achieve superior agility and performance, they simultaneously raise ethical and governance concerns that demand attention. The purpose of this review is to synthesise existing studies to understand how AI and business analytics transform organisational decision-making and what implications this holds for firms and economies, offering a foundation for future inquiry into sustainable, equitable, and autonomous decision systems.
Keywords Artificial Intelligence (AI); Business Analytics (BA); Data-Driven Decision-Making; Technology-Driven Firms; Digital Transformation; Predictive Analytics; Algorithmic Governance; Economic Competitiveness
Published In Volume 7, Issue 6, November-December 2025
Published On 2025-11-16
DOI https://doi.org/10.36948/ijfmr.2025.v07i06.59650
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