BUSINESS INTELLIGENCE IN THE DIGITAL ENVIRONMENT: LEGAL AND ANALYTICAL ASPECTS

This article examines the key legal aspects of employing Business Intelligence (BI) tools in today’s rapidly evolving digital economy. As companies increasingly rely on BI to transform raw data into strategic insights, legal frameworks have become crucial to ensuring both innovation and compliance. The study highlights issues of intellectual property rights, data privacy, confidentiality, and the lawful usage of open-source and publicly accessible information, including social media profiles. It also considers the complexities introduced by artificial intelligence (AI), machine learning, and deep learning algorithms that generate new patterns and knowledge. A central concern is the alignment of national legislation with international standards, such as the EU’s General Data Protection Regulation (GDPR), which enforces rigorous requirements for handling personal data. The article stresses the need for transparent licensing terms, ethical codes of conduct, and stronger corporate policies to prevent misuse of information, safeguard consumer rights, and avoid reputational damage. In this context, principles like “privacy by design” and “privacy by default” are essential to maintain trust and meet regulatory demands. As global data flows transcend jurisdictional boundaries, the paper acknowledges the importance of international cooperation and harmonized legal frameworks that promote fair competition, protect intellectual property, and ensure cybersecurity. It calls for the development of clear guidelines on algorithmically generated outputs, the reduction of discriminatory biases, and greater accountability for automated decision-making processes. In conclusion, the article suggests strategic recommendations for enhancing legal and ethical standards, improving institutional oversight, and fostering interdisciplinary dialogue. By creating robust legal infrastructures, refining corporate governance, and encouraging responsible data management, stakeholders can unlock the full potential of BI technologies while preserving fundamental rights, maintaining market integrity, and supporting sustainable digital innovation.