Enhancing Decision-Making Effectiveness: Unleashing the Synergy of Artificial Intelligence and Business Intelligence in Modern Enterprises

Abstract

This study explores the transformative potential of integrating artificial intelligence with business intelligence to enhance decision-making effectiveness in modern enterprises. Using a quantitative approach, the research focuses on the case of Pakistan Telecommunication Company Limited, a leading internet services provider in Pakistan, to examine the synergistic relationship between artificial and BI. Key factors analyzed include artificial intelligence integration, business intelligence tool usage, and data processing speed, with findings indicating that these variables collectively explain a significant 41.2% variance in decision-making effectiveness. The results highlight artificial intelligence's capability to enhance predictive and prescriptive analytics, business intelligence's utility in data visualization, and the critical role of real-time data processing. Recommendations emphasize strategic artificial and business intelligence integration, robust data governance, user training, and ethical considerations to maximize organizational benefits and maintain competitive advantage. This research provides actionable insights for stakeholders and contributes to the growing discourse on artificial and business intelligence integration in business strategy.