BIG DATA AND ARTIFICIAL INTELLIGENCE AS TOOLS FOR OPTIMIZING THE BUSINESS PROCESS MANAGEMENT IN ENTERPRISES

The aim of the study is to identify relationships between the level of using the artificial intelligence (AI) technologies and Big Data at enterprises, digital intensity of business and economic development of countries, in particular the GDP level per capita. The focus is on how the AI and Big data transform business processes, increasing efficiency, adaptability and competitiveness of enterprises. The study used descriptive statistics, correlation and regression analysis, data visualization, as well as the residual analysis to identify countries that deviate from general trends. The source of data was EU enterprise statistics on the digitalization level and the AI implementation, excluding the financial sector. It was found that there is positive relationship between digital intensity of business and the AI implementation level: countries with higher digital indicators are much more likely to use artificial intelligence technologies. There is also the dependence on the economic development level: countries with higher GDP per capita have a higher percentage of enterprises using the AI. At the same time, countries were identified that demonstrate a higher or lower level of implementation than expected - this indicates availability of other factors (policies, institutions, innovation culture) that affect digital transformation of business. Special attention was paid to the analysis of how the use of Big Data and the AI create new points of management decision-making in business processes. These technologies allow enterprises not only to automate typical operations, but also to carry out more accurate and dynamic management at the stages of planning, forecasting, implementation and monitoring of results. As a result, the management architecture itself changes: new points of control and adjustment appear - for example, in real time it is possible to adjust procurement, logistics or customer service strategies based on predictive analytics. This contributes to flexibility of business models and creates the basis for proactive efficiency management. The comprehensive approach to analyzing countries' readiness for the AI implementation, taking into account both digital and economic characteristics, is proposed, which allows for more accurate assessment of the potential of digital transformation in the business environment. The deeper understanding of new points of intervention in business processes that are opened up using the AI and Big Data. Results of the study can be used to shape state digitalization policies, develop strategies to support business innovation, and stimulate the AI implementation, especially in countries with potential that is currently not fully realized. The described management points can be integrated into enterprise management systems to increase productivity.