Leveraging Artificial Intelligence in Business: Implications, Applications and Methods

ABSTRACT

The concept of Artificial Intelligence (AI) as a business-disruptive technology has developed in academic and professional literature in a chaotic and unstructured manner. This study aims to provide clarity over the phenomenon of business activation of AI by means of a comprehensive and systematic literature review, aimed at suggesting a clear description of what Artificial Intelligence is today. The study analyses a corpus of 3780 contributions through an original combination of two established machine learning algorithms (LDA and hierarchical clustering). The review produced a structured classification of the various streams of current research and a list of promising emerging trends. Results have shed light on six topics attributable to three different themes, namely Implications, Applications and Methods (IAM model). Our analysis could provide researchers and practitioners with a meaningful overview of the body of knowledge and research agenda, to exploit AI as an effective enabler to drive business value.

KEYWORDS:

• Artificial intelligence
• business innovation
• business management
• big data
• marketing
• technology management

Disclosure statement

No potential conflict of interest was reported by the author(s).

Notes

1 The full Scopus query was: “TITLE-ABS((“ Artificial Intelligence ” or “ machine learning” ) and (“ business ” OR “ marketing” )) AND PUBYEAR > 2009 AND (LIMIT-TO (DOCTYPE, “ ar” ) OR LIMIT-TO (DOCTYPE, “ cp ”)) AND (LIMIT-TO (LANGUAGE, “ English ” ) )”.

Additional information

Notes on contributors

Andrea Sestino

Andrea Sestino is a Ph.D. Candidate in Management and Marketing, at University of Bari (Italy) and Assistant Researcher at University of Salento, Lecce (Italy). He holds an M.Sc. in Business Management at Sapienza University, Rome (Italy). He is and R&D Specialist for an Italian consulting company in the field of Applied Research to technology, involved in private and national research projects. His research interests fall in the areas of technology, business innovation and digital transformation and related impact to companies and consumers. He published in major academic journals such as Technovation, British Food Journal, Int. J. of Learning and Intellectual Capital, J. of Financial Service Marketing.

Andrea De Mauro

Andrea De Mauro is an Europe Director of Data Analytics at Procter & Gamble and Adjunct Professor of Marketing Analytics and Business Intelligence at University of Florence, University of Bari and International University in Geneva. He has pursued his PhD in Management Engineering at Rome Tor Vergata University, studying the essential components of Big Data as a phenomenon and its impact to companies and people. His current research interests include: Big Data Analytics, Machine Learning and Organisational Strategy.