ABSTRACT
The important aspect of the application of AI is how the organisation uses AI to boost its business operations. This study will investigate the current state of artificial intelligence in business management in Brunei Darussalam. Most of all, this study is to reveal and manage any AI-related applications that can boost business management in Brunei. In addition to that, this study will also be analysing the impact of the recent COVID-19 on businesses and how can AI be able to help businesses to cope in such times. The result of the finding demonstrated that the implementation of AI in Brunei is interesting. The challenges that the business faced that prevented them from implementing AI were lack of fund and the business does not believe that there’s significant benefit to be gained from adopting such technology, while AI is found to be able to increase the satisfactory level of businesses in terms of effectiveness and efficiency in business management. There are also several benefits that businesses can gain from AI that are revealed where even MSMEs can gain benefit from adopting AI.
