SYNERGY OF VISUAL BUSINESS INTELLIGENCE AND DECISION SUPPORT SYSTEMS WITH ARTIFICIAL INTELLIGENCE APPLICATIONS: CASE STUDIES FROM BOSNIA AND HERZEGOVINA AND THE USE OF TABLEAU SOFTWARE

Summary: Modern business is characterized by exponential growth in the amount of data, where the availability of data alone does not guarantee better decision-making. This paper explores the synergistic relationship between visual business intelligence (BI), decision support systems (DSS) and artificial intelligence (AI), with a focus on the practical application of Tableau Public software. The aim of this paper is twofold: (1) to demonstrate the use of no-code visualization tools in the function of decision support on the example of sales data analysis, and (2) to analyze the degree and specifics of the application of BI systems in Bosnia and Herzegovina (BiH) through case studies from retail, manufacturing, banking and higher education. The paper uses a combined research design – a practical demonstration in Tableau Public on the Superstore Sales dataset, and a qualitative analysis of secondary data for four global (Walmart, Netflix, Coca-Cola, Siemens) and five domestic business cases. The results of the practical analysis show that visual BI significantly reduces the time needed to identify key performance (KPIs), trends and anomalies compared to traditional tabular presentations. Case studies from BiH point to a growing awareness of the importance of BI tools, but also to the barriers present: incomplete data, lack of staff and limitations of free software versions in terms of security and predictive functionalities. The paper contributes to the domestic literature with the first systematic analysis of the application of Tableau tools in the context of BiH, and offers company management concrete guidelines for the transition from descriptive to predictive and prescriptive analytics. It is concluded that visual BI, despite its limitations, has become an unavoidable factor of competitiveness and that its adoption in BiH is a strategic necessity for companies, not a technical choice.