Analysis of the Role of Artificial Intelligence (AI) in Digital Business Transformation: A Literature Review

Abstract

This study aims to analyze the role of Artificial Intelligence (AI) in driving digital business transformation through a systematic literature review approach. Digital business transformation has become increasingly essential for organizations seeking to maintain competitiveness in the era of Industry 4.0 and the emerging Industry 5.0 paradigm. As a core component of technological advancement, AI provides advanced capabilities in data processing, process automation, predictive analysis, and the generation of valuable business insights. Through an analysis of 25 selected scientific publications from reputable academic databases, this study identifies four main dimensions of AI’s role in digital business transformation: (1) intelligent business process automation, (2) data-driven personalization of customer experiences, (3) supply chain and operational optimization, and (4) AI-based strategic decision-making. The findings indicate that organizations successfully integrating AI into their core business strategies experience improvements in operational efficiency, enhanced customer satisfaction, and increased business performance. However, challenges such as digital talent shortages, implementation costs, data privacy concerns, ethical considerations, and resistance to organizational change remain significant barriers. This study contributes to a comprehensive understanding of how AI is reshaping the contemporary digital business landscape and provides practical insights for business leaders in developing effective digital transformation strategies.