AI-enhanced Business Intelligence for decision-making

The rapid expansion of data and growing market uncertainty have positioned Artificial Intelligence (AI)-enhanced Business Intelligence (BI) as a key enabler of effective decision-making. The primary objective of this study was to identify the synergy between BI and AI, including the benefits and challenges arising from their integration into decision-making processes, as well as to analyze how managers perceive this technological convergence. To achieve this goal, a qualitative approach was employed, enabling an in-depth exploration of the participants’ experiences and perspectives. The findings indicate that AI-powered BI enhances decision-making speed, improves analytical accuracy, automates insights delivery, and increases strategic agility. However, major barriers to this synergy include high implementation costs, data quality issues, and a shortage of highly qualified specialists. The study confirms that the integration of AI and BI significantly enhances organizational performance and supports data-driven, future-oriented decision-making.