BUSINESS INTELLIGENCE AND ANALYTICS: CURRENT TRENDS, CHALLENGES, AND EMERGING OPPORTUNITIES

Abstract: Business Intelligence and Analytics have pioneered and enabled modern organizations to make decisions using data. Over the years, due to the exponential growth of data and innovations in cloud, AI, and big data, BI has undergone a transformation from static legacy reporting systems to more dynamic and even predictive and prescriptive systems. Self-service BI, real-time analytics, augmented analytics, tight integration with machine learning, along with self-service BI are influencing BI and analytics. Additionally, some other critical concerns are data quality, governance, privacy, and user adoption difficulties. The review aims to provide clarity to BI and analytics with the introduction of systems like decision intelligence, natural language analytics, and domain-specific apps. The paper discusses the insights from literature alongside industry practices to present Business intelligence and analytics with the aim of guiding scholars and professionals to shift through the evolving landscape. Keywords: Business Intelligence, Analytics, Decision-Making, Trends, Challenges, Emerging Opportunities.