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Vol.14, No.3, August 2025. ISSN: 2217-8309 eISSN: 2217-8333
TEM Journal
TECHNOLOGY, EDUCATION, MANAGEMENT, INFORMATICS Association for Information Communication Technology Education and Science |
Integrating Artificial Intelligence (AI) and Business Intelligence (BI): A Framework for Improving Enterprise Performance
Mohammad Musa Al-Momani, Thabet Ameen Alqudah, Issa Ahmad Al Swiety, Nihaiah Mahrakani, Mohammed Bassam Abdulraheem Nassoura, Mohammad Khalid Al Attar
© 2025 Mohammad Musa Al-Momani, published by UIKTEN. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License. (CC BY-NC-ND 4.0)
Citation Information: TEM Journal. Volume 14, Issue 3, Pages 2208-2216, ISSN 2217-8309, DOI: 10.18421/TEM143-26, August 2025.
Received: 07 December 2024. Revised: 28 June 2025.
Abstract:
This study aims to examine the organization's role in maximizing the advantages acquired from the combined integration of business intelligence (BI) and artificial intelligence (AI). It emphasizes aiding the organization in making practical decisions using realistic AI-powered predictive and analytical capabilities for analytics-based decision-making. The study discusses the various issues that organizations have to grapple with during this integration, especially technical, skills, and privacy issues. The study comprises a conceptual analysis of the areas of artificial intelligence and business intelligence with an analysis of the roles performed by each as regards operations and strategy effectiveness. Also, it provides an integrative model of AI and business intelligence outlining some important processes to be adopted when incorporating AI into business models. The study substantiates its conceptual principles with practical examples of successful companies depicting the benefits of synergy branches such as growth in efficiency, decrease in expenditures, and higher customer loyalty. The findings indicate that the combination of AI and BI if done properly together with other factors in an organization, leads to an improvement in the overall effectiveness of the organization. The study advocates that organizations should implement this strategy so that organizations can foster innovation and achieve sustainable competitive advantage in the changing business environment.
Keywords – Artificial Intelligence, business intelligence, enterprise performance, framework, decision-making. |
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