AI as a Digital Transformation Tool for Competitive Business Development

Artificial intelligence contributes to the transformation of businesses and affects their competitiveness. The purpose of this research is to create a company’s business model by analysing the impact of artificial intelligence tools on business competitiveness. The process of studying the impact of artificial intelligence on business competitiveness includes three steps. The first step is research into the use of artificial intelligence tools in the business-to-business sector. In most cases, Ukrainian enterprises use artificial intelligence tools to generate content. However, AI-driven content creation enables companies to operate with greater flexibility, efficiency, and adaptability, which are essential qualities for staying competitive in today’s marketplace. The second step is an analysis of the effectiveness of advertising campaigns in social networks in the context of the growing digitalisation of society. On the basis of an online survey of respondents, the behaviour of consumers on social media and their interaction with advertising content are studied (business-to-consumer model). The need to automatically integrate the results of artificial intelligence analysis of surveys into business processes and decision-making systems is determined, which requires the development of integrated solutions and the use of specialised platforms to bridge the gap between the theoretical capabilities of artificial intelligence and their practical application in business. The third step is to analyse and synthesise artificial intelligence models for improving business competitiveness: the AI-First Model; the Subscription Model – artificial intelligence as a Service (AIaaS); the Feedback Loop Model; the Ecosystem Model; the Personalised Premium Model; the Global Solutions for Local Problems; and the Collaborative and Open-Source Models. The author proposes a business model of a company focused on the use of artificial intelligence to achieve value and profitability, taking into account the results of the study of B2B and B2C models. A mechanism for implementing artificial intelligence models for business processes has been created, including artificial intelligence capabilities and tools; the management and strategy for business processes; the creativity of organisations; decision-making processes; and the selection of a business model paradigm.