AI is transforming business processes through automation, big data analytics and supply chain optimisation, contributing to increased efficiency and competitive advantage in the global marketplace. The aim of this paper is to explore and systematise knowledge on the application of artificial intelligence in the business sector, with a particular focus on its impact on the economic productivity of companies. By analysing the case study of Amazon, the research seeks to identify the key benefits and challenges associated with the implementation of AI technologies, and to provide concrete guidelines for their optimal use to improve overall business performance and competitiveness. The study examines key AI implementation strategies at Amazon, including algorithmic recommendations, predictive analytics and robotic logistics operations. It also analyses the challenges of implementing AI technology, such as ethical concerns, data privacy, and integration costs. The research findings provide insight into best practices and guidelines for the optimal use of AI in the business sector, with the aim of improving business performance and ensuring long-term business sustainability.
Šović et al. (2025) studied this question.