THE IMPACT OF AI ON STRATEGIC DECISION MAKING IN STARTUP COMPANIES

Modern developments have driven many changes in the business environment, including in startup companies. One significant change is the widespread use of AI technology for decision making. Without realizing it, the use of AI technology can influence strategic decision making in startup companies. This research investigates the function of artificial intelligence (AI) in the transformation of strategic decision making in startup companies. The research method used is qualitative by studying existing literature. The research results show that AI has great potential to increase efficiency, accuracy and personalization in decision making. However, the application of AI is also faced with challenges such as data quality, security and ethics. This research highlights the importance of balancing the benefits and risks of AI, as well as the need for a comprehensive strategy to effectively adopt this technology.