EXPLORING THE UTILITY OF BUSINESS INTELLIGENCE AND ARTIFICIAL INTELLIGENCE IMPLEMENTATION

This study examines the role of Artificial Intelligence (AI) and Business Intelligence (BI) in transforming the business operations of the hospitality and airline sectors. The analysis focuses on the impact of these technologies on business transformation through business optimization, effective resource management, and service personalization. Data were collected through an anonymous survey conducted among employees in hotels and the airline company Air Serbia. The results of the SEM analysis confirm that BI and AI significantly contribute to operational efficiency, sustainability, and the enhancement of customer experience, with service personalization having the greatest impact on business transformation. The findings provide insights into the implementation of modern technologies and their role in shaping future business practices.