ABSTRACT
Artificial intelligence (AI) and machine learning (ML) are reshaping decision-making in management by analysing vast amounts of data to uncover insights that drive strategic and operational choices. These technologies enhance decision-making accuracy, speed, and efficiency, empowering organizations to optimize operations, forecast trends, and personalize customer experiences. AI and ML enable real-time decision-making and automate repetitive tasks, significantly improving operational efficiency and resource management. However, their use introduces ethical concerns, including data privacy, algorithmic bias, and transparency. Successful integration of AI and ML requires organizations to address these issues while fostering a culture of continuous learning and innovation. Future trends include AI-driven personalization, AI-augmented decision-making, and the rise of collaborative AI systems that enhance human capabilities. By balancing technological advancements with ethical considerations, organizations can leverage AI and ML to make informed decisions, improve performance, and maintain competitive advantage in a rapidly changing business environment.
