Digital transformation in the Industry 5.0 era has encouraged the adoption of artificial intelligence (AI) as the main strategy in business. This research aims to explore the role of AI in business strategy innovation to improve the competitiveness of companies. Using the Systematic Literature Review (SLR) method, this study analyzes the main trends, opportunities, and challenges in the application of AI based on the latest scientific literature. The results show that AI contributes to various aspects of business, including data-driven marketing, supply chain management, and strategic decision-making. Companies that adopt AI can improve operational efficiency, accelerate innovation processes, and create a more personalized customer experience. However, there are a number of challenges in the implementation of AI, such as a lack of understanding of technology, resistance to change, and the need for large investments in digital infrastructure. Therefore, a strategic approach is needed that includes strengthening digital literacy, human resource training, and government policy support to ensure more effective and sustainable AI adoption. This research provides insights for companies, academics, and policymakers in optimizing AI as a key pillar of business innovation in the digital era.
Anggraeni et al. (Fri,) studied this question.
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