THE INNOVATIVE IMPACT OF GENERATIVE ARTIFICIAL INTELLIGENCE ON DIGITAL BUSINESS TRANSFORMATION

In the context of intensifying competition and evolving market dynamics, the deployment of cutting-edge technologies has become not merely a discretionary choice, but an indispensable imperative for any enterprise aspiring to achieve successful growth. Generative artificial intelligence, with its substantial potential for automation, personalisation and optimisation of business processes, is emerging as a highly promising avenue of digital transformation. This study is dedicated to investigating approaches and delineating strategies for aligning generative artificial intelligence with the requirements of digital business transformation. The research examines the development of artificial intelligence, with a focus on symbolic artificial intelligence, machine learning, deep learning and generative artificial intelligence. In addition, it considers the impact of these developments on business processes. The article identifies the potential benefits and challenges associated with the adaptation of generative artificial intelligence to the needs of modern business, in the areas of marketing, sales and data analysis. The utilisation of diverse methodologies and techniques, including prompts, fine-tuning, and the incorporation of interactive guidance systems, can enhance the efficacy and precision of generative AI in a business setting, thereby facilitating optimal outcomes in a multitude of tasks. The authors put forth the proposition of employing generative artificial intelligence technology in conjunction with Retrieval-Augmented Generation, with the objective of enhancing the quality and relevance of responses to user queries. Additionally, they advocate for the utilisation of agents or orchestration tools to provide guidance to models. The successful implementation of generative artificial intelligence hinges on three key factors: the clear definition of objectives, the selection of suitable tools and technologies, and the assurance of managerial and staff support. The implementation of generative artificial intelligence will contribute to increased efficiency through the automation of routine tasks, enhanced competitiveness through personalisation and innovation, optimised cost structures that increase profitability, and expanded opportunities for research and development.