Artificial Intelligence in Business Intelligence: Harnessing or Unleashing Its Power?

Abstract

This study deals with the most important advantages offered by artificial intelligence, and its features that qualify it to serve as a tool in the hands of decision makers. that enables it to influence business intelligence and the way it works .This paper offers an objective insight about the delay in unleashing artificial intelligence due to the important cons  and risks that should not be neglected when using artificial intelligence in business intelligence , the study conclude that artificial intelligence and its techniques, particularly in the analysis of data and the ability to protect it, forecasting, improving decision-making, and increasing the efficiency of operational processes, however, since it has encountered numerous moral dilemmas pertaining to corporate transparency, trust and responsibility, data protection, and bias in service delivery—all of which have the potential to compromise business intelligence.