Year: 2025
Type: article
Abstract: In today's data-driven era, data analytics has become a fundamental element of modern business strategy.It comprehends the processes of examining, cleaning, transforming, and modeling data to uncover valuable insights, draw meaningful conclusions, and support decision making.Typically, organizations keep continuously producing and collecting vast amount of data.These data are becoming essential for achieving a competitive advantage, enhancing operational efficiency, and spearheading towards strategic direction.The emergence technologies such big data, cloud computing, and artificial intelligence let the businesses have a wide and enormous access towards data sources.This study employed a document review approach, extraction, analysis, and interpretation of information from existing literature.The results indicate a clear trend toward the growing integration of Artificial Intelligence within business intelligence across multiple industries.Organizations are increasingly utilizing AI to automate data preparation, improve data quality and integrity and produce more accurate predictive insights.This paper analyses further the transformative role of AI in reshaping data-driven business practices.Despite this transformative role, a major challenge remains such as the shortage of skilled professionals that are capable of managing, interpreting, and applying the complex insights generated by AI-driven analytics effectively.Finally, the data only can be useful and valuable if it can be transformed or analyses into valuable insights.
Authors: Siti Nur’asyiqin Ismael, Othman Mohd
Language: English
Subfield: Management Information Systems
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4415572364
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