DIGITAL TRANSFORMATION OF A TRADING ENTERPRISE: THE ROLE OF ARTIFICIAL INTELLIGENCE IN BUSINESS PROCESS REENGINEERING

Abstract

The digital transformation of contemporary retail enterprises is one of the defining factors of their competitiveness and adaptation to a changing market environment. The rapid development of artificial intelligence methods has opened new opportunities for a fundamental rethinking of retail business processes – from inventory management and demand forecasting to personalised customer service and dynamic pricing. The article systematises the theoretical foundations and analyses the practical experience of applying artificial intelligence methods for the reengineering of retail business processes. The essence of digital transformation is defined as a systemic phenomenon that involves simultaneous changes in operating models, the technological platform, and organisational culture, rather than the isolated implementation of individual digital tools. Based on the analysis of digital maturity levels, a differentiated approach to the integration of artificial intelligence is substantiated, depending on the enterprise’s readiness and available data infrastructure. The role of business process reengineering is revealed as a methodological mechanism of digital transformation that prevents the automation of inefficient processes. Artificial intelligence methods are grouped according to their applicability to typical retail business processes. International and domestic experience of artificial intelligence implementation in retail chains is analysed. Key prerequisites for the successful integration of artificial intelligence solutions are formulated, and a conceptual four-layer integration model is proposed, encompassing the data, analytical, decision-making, and managerial levels. The practical value of the work lies in the possibility of applying the developed tools by managers of retail enterprises for self-diagnostics and the justification of managerial decisions.