Application of Generative Artificial Intelligence in Business Analytics: Innovations and Challenges

Generative Artificial Intelligence (GAI) is increasingly being used in the field of business analytics (BA) and has important research significance. The main question of this study is to explore how GAI can improve the efficiency of BA and solve existing problems. Through literature review and case analysis, this paper deeply explores the application of GAI in predictive analysis, sentiment analysis and customized services, as well as its actual cases in real estate search and enterprise operations. The main conclusion is that GAI can significantly improve the efficiency and effectiveness of BA through efficient data processing and analysis, personalized services and operational optimization. However, GAI also faces challenges such as data accuracy, copyright infringement and complexity of the generation process, which need to be addressed by enhancing content accuracy and transparency and strengthening data security measures. This paper recommends the formulation of relevant regulations to ensure the ethical use of GAI and promote the continuous improvement of technology to achieve the best application of GAI in BA.