The impact of applying Artificial Intelligence (AI) and Big Data Analytics on the strategic decision-making process of managers

Abstract Modern organizational management demands data-driven strategic decisions to navigate rapidly changing market conditions. This research examines the profound impact of integrating Artificial Intelligence (AI) and Big Data Analytics into managers' strategic decision-making processes. Specifically, the study explores the deployment of Machine Learning (ML) and Deep Learning (DL) technologies in key business areas: Human Resources (HR), e-commerce systems, social media sentiment analysis, financial forecasting, and large-scale customer satisfaction management. Based on common architectures and modern software platforms, the study analyzes operational choices between fully automated AI systems and interactive, customizable interfaces (checkboxes/text boxes) for different user groups (leaders vs. customers). Furthermore, using a case study of Amazon US reviews hosted on the AWS S3 cloud architecture, this study demonstrates how Natural Language Processing (NLP) and machine learning models process unstructured text to extract qualitative and quantitative cues, filter out adversarial noise, and deliver accurate business insights. The research concludes that shifting from experiential intuition to data-driven intelligence minimizes organizational risk and optimizes resource allocation, laying a solid foundation for long-term strategic advantage.