The Application of Artificial Intelligence in Managing Business Data and Knowledge in Information Systems

Abstract: In today’s dynamic business environment, an organization’s ability to effectively manage data and transform it into strategic knowledge represents a key competitive advantage. This paper explores the role of artificial intelligence (AI) as a transformative tool within management information systems (MIS) for optimizing data and knowledge management processes. Through a systematic literature review and a case study of Planjax komerc d.o.o. Tešanj, the paper identifies technological foundations such as machine learning, natural language processing, and agentic intelligence. The results indicate significant financial and operational benefits, including revenue growth of up to 15% and cost reduction through inventory optimization and personalization of the customer experience. The analysis covers the integration of AI into the SECI knowledge conversion model, highlighting the shift from reactive to proactive decision-making. The paper concludes that successful implementation requires a balance between technological innovation, organizational readiness, and ethical standards, thereby establishing a framework for the development of intelligent and resilient business systems in the digital economy.