OPPORTUNITIES AND RISKS OF APPLYING ARTIFICIAL INTELLIGENCE IN BUSINESS

The article is devoted to the study of the application of artificial intelligence (AI) technologies in strategic management and business processes. The stages of AI development, from expert systems to modern machine learning algorithms, as well as its role in optimizing business processes, decision-making and increasing competitiveness are considered. Particular attention is paid to examples of AI application in companies such as SAP, Microsoft, IBM and others that implement technologies to improve personnel management, data analysis and security. The article also analyzes the challenges that enterprises face when implementing AI, including high costs, lack of knowledge and competencies, and limited demand for the technology in some markets. The study identified key barriers and proposed possible ways to overcome them for the successful integration of AI into business processes. Prospects for further research aimed at developing methodological approaches to the integration of AI and studying its impact on organizational structures and corporate culture of enterprises are considered.