Aizenbe h, Te iana
A icle
A i icial in elligence echnologies in in e na ional
managemen
Uni e si y Economic Bulle in
P o ided in Coope a ion wi h:
H yho ii Sko o oda Uni e si y in Pe eiasla
Sugges ed Ci a ion: Aizenbe h, Te iana (2024) : A i icial in elligence echnologies in in e na ional
managemen , Uni e si y Economic Bulle in, ISSN 2414-3774, H yho ii Sko o oda Uni e si y in
Pe eiasla , Pe eiasla , Uk aine, Vol. 19, Iss. 1, pp. 34-43,
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A i icial in elligence echnologies
in in e na ional managemen
Te iana Aizenbe h*
Pos g adua e S uden
Ta as She chenko Na ional Uni e si y o Kyi
01033, 60 Volodymy ska S ., Kyi , Uk aine
h ps://o cid.o g/0009-0003-2389-9135
Sugges ed Ci a ion:
Aizenbe h, T. (2024). A i icial in elligence echnologies in in e na ional managemen . Uni e si y Economic Bulle in, 19(1), 34-43.
doi:10.69587/ueb/1.2024.34.
*Co esponding au ho
Abs ac . The s udy aims o in es iga e he e ec i eness o a i icial in elligence (AI) and de e mine i s impac on he
managemen p ocesses o in e na ional companies. A me hodology was c ea ed o op imise in e na ional business p ocesses,
including in oducing AI o imp o e managemen e iciency, au oma e s a egic planning, and analyse ma ke da a and
o ecas ends. The s udy add essed a ious aspec s o AI echnologies in in e na ional managemen , co e ing key a eas
such as business p ocess au oma ion, documen p ocessing, in en o y managemen , logis ics, cus ome communica ions,
analy ics and o ecas ing, and human esou ces managemen . Au oma ion o p ocesses has educed cos s and imp o ed he
quali y o se ice. Machine lea ning algo i hms in logis ics and in en o y managemen ha e simpli ied demand o ecas ing
and op imised he supply chain. Communica ion wi h cus ome s was au oma ed ia obo s and cha bo s, which imp o ed
se ice. Analy ics and o ecas ing based on da a collec ed and p ocessed by AI allow companies o make in o med decisions
and plan s a egies e ec i ely. The use o AI has signi ican ly inc eased he e iciency o managemen p ocesses. These
echnologies assis companies in adap ing o ma ke changes as e and inc ease hei compe i i eness in he global business
en i onmen . The s udy de e mined ha he abili y o AI sys ems o analyse la ge amoun s o da a, p edic ma ke ends,
au oma e ou ine asks and educe decision-making isks enables companies o espond mo e quickly o ma ke changes,
imp o e he accu acy o s a egic planning and ensu e a high le el o compe i i eness in he global business en i onmen .
The p ac ical alue o his s udy is o p o ide businesses wi h a de ailed unde s anding o how o in eg a e AI in o a ious
aspec s o in e na ional managemen
Keywo ds: p ocess au oma ion; algo i hms; op imisa ion; business p ocesses; demand o ecas ing
Copy igh © The Au ho (s). This is an open access a icle dis ibu ed unde he e ms o he
C ea i e Commons A ibu ion License 4.0 (h ps://c ea i ecommons.o g/licenses/by/4.0/)
Vol. 19, No. 1,2024
Jou nal homepage: h ps://ue-bulle in.com.ua/en
Recei ed: 23.01.2024. Re ised: 26.04.2024. Accep ed: 28.06.2024
DOI: 10.69587/ueb/1.2024.34
INTRODUCTION
A i icial in elligence(AI) echnologies a e subs an ial in
in e na ional managemen , acili a ing inno a ion and
imp o ing he e iciency o business p ocesses. One o he
main a eas o AI applica ion is he au oma ion o ou ine
asks and op imisa ion o in e nal p ocesses. Machine
lea ning algo i hms allow he au oma ion o epe i i e
ope a ions, which inc eases he e iciency o using human
esou ces and he company’s esou ces in gene al. In logis-
ics, AI is used o op imise anspo ou es and manage
he supply chain. Analy ical models can o ecas demand,
plan deli e ies and use esou ces wi h maximum e icien-
cy. This is especially impo an in a globalised wo ld whe e
he speed and accu acy o logis ics ope a ions a e key com-
pe i i e ad an ages. In addi ion, AI da a analysis allows
in e na ional managemen companies o e ec i ely p edic
ma ke ends, espond o changes in he economic en i-
onmen , and minimise isks. In elligen analy ical ools
can be used o manage business on sound da a and suppo
s a egic decision-making a all le els o he o ganisa ion.
The e o e, explo ing he po en ial applica ions o a i icial
in elligence in business managemen is cu en ly bo h ele-
an and p omising and i is gene a ing signi ican in e es
wi hin he scien i ic communi y.
One o he main exis ing p oblems in he ield is he
di icul y o in eg a ing AI echnologies in o in e na ional
managemen , conside ing a ious cul u al, economic and
legal aspec s. I.Zado ozhna(2022) ocused on he p os-
pec s o using AI in managemen . As de e mined, AI can
signi ican ly imp o e managemen p ocesses, op imise
esou ces, and inc ease he e iciency o o ganisa ions.
Uni e si y Economic Bulle in | Vol. 19, No. 1
Aizenbe h
35
i s ha monious implemen a ion wi hou nega i e e ec s on
human capi al and social esponsibili y.
This s udy ocuses on se e al key aspec s. Fi s , i is
adap a ion o he global ma ke en i onmen , which in-
ol es he de elopmen o lexible managemen s a egies
o ensu e he compe i i eness o companies. Fu he , i is
necessa y o analyse how AI echnologies can con ibu e o
e ec i e da a managemen and isk mi iga ion in in e na-
ional business. The c oss-cul u al aspec s o implemen ing
such echnologies also equi e a en ion, as cul u al di e -
si y can a ec he success o hei in eg a ion and adop ion.
E hical s anda ds o he use o AI in in e na ional mana-
gemen a e also an impo an opic, especially in he con-
ex o employee and cus ome ela ions. The e is a need
o explo e how AI can imp o e he e iciency o manage-
men p ocesses h ough da a analysis and s a egic decision
suppo . The aim o he esea ch is o explo e he po en ial
o AI o enhance managemen p ocesses in in e na ional
companies, iden i y oppo uni ies o using AI o manage
c oss-cul u al communica ions, op imize decision-mak-
ing, and imp o e compe i i eness in in e na ional ma ke s.
MATERIALS AND METHODS
A mixed app oach ha combines quali a i e and quan-
i a i e me hods was used o conduc a comp ehensi e
analysis o p ocess au oma ion a en e p ises using AI. A
a ie y o sec o s, including documen p ocessing, in en-
o y managemen , logis ics, cus ome ela ionship mana-
gemen (CRM), ma ke ing, inancial managemen , human
esou ces and cybe secu i y, we e co e ed.
To add ess he use o AI in business p ocess au o-
ma ion, a de ailed analysis o scien i ic and p o essional
li e a u e was conduc ed, which iden i ied he main e-
sea ch a eas and cu en issues in his a ea. The a ailable
publica ions, epo s and esea ch ma e ials on he use o
AI in business p ocesses we e s udied (Da enpo ,2018).
Documen s on AI implemen a ion in companies pub-
lished in specialised publica ions we e analysed as well
(Came al.,2019). Analysis o examples o success ul AI
implemen a ion in a ious business a eas published in
indus y epo s and analy ical a icles. Key documen s
include Ga ne Magic Quad an Repo s, which p o ide
o e iews o AI leade s in a ious ma ke s, including da a
analy ics, CRM, and p ocess au oma ion (Ga ne : Magic
quad an ...,2022). Fo es e Wa e Repo s o e de ailed
analyses o AI solu ion p o ide s in a eas such as na u al
language p ocessing (NLP) and ma ke ing au oma ion
(E elson,2020). McKinsey & Company Indus y Repo s
examine he impac o AI on business models, s a egies,
and esul s in speci ic indus ies such as inance, heal h-
ca e, and e ail (A i icial in elligence in...,2021).
The s udy ocused on he use o AI o au oma e docu-
men p ocessing, including ex ecogni ion, documen
classi ica ion, and au oma ion o ou ine asks, which
helped o inc ease e iciency and educe cos s. Fo his
pu pose, NLP and op ical cha ac e ecogni ion (OCR)
me hods we e used. NLP was used o analyse ex ual da a
O.Okho niko a & R.Okho ska(2022) s udied he in o-
duc ion o AI in legal managemen , ocusing on o eign ex-
pe ience and emphasising he impo ance o legal aspec s
in he implemen a ion o AI, in pa icula , e hical compli-
ance and da a p o ec ion. Howe e , i is necessa y o s udy
he impac o cul u al peculia i ies on he in eg a ion o AI
in o in e na ional managemen , assess he e ec i eness o
AI adap a ion o di e en legal sys ems, and conside he
e hical aspec s o AI applica ion in managemen .
Ano he p oblem is he lack o unde s anding o he
p inciples o AI, he possibili ies o i s applica ion, e hical
issues and he in eg a ion o hese echnologies in o busi-
ness p ocesses, which limi s i s po en ial bene i s in in e -
na ional managemen . A.Piskun & M.Sie o (2023) de e -
mined ha AI can signi ican ly imp o e decision-making
p ocesses, op imise esou ces, and inc ease he e iciency o
managemen p ocesses. A.Ses ino & A.DeMau o(2022)
de e mined ha AI helps o imp o e he e iciency o busi-
ness p ocesses, inc ease he compe i i eness o companies,
and educe cos s. The main esul s o hei esea ch show
ha AI can inc ease p oduc i i y, au oma e ou ine asks,
and imp o e cus ome se ice using AI. Gaps ha need
u he s udy include he e hical use o AI, i s impac on
he wo k o ce, and he adap a ion o di e en cul u al con-
ex s. M.A a e al.(2022) s udied he applica ion o AI
in human esou ces managemen , inding ha i can sig-
ni ican ly imp o e he ec ui men and managemen p o-
cesses. Y.Pan e al.(2023) ound ha success ul AI adop-
ion depends on cul u al, o ganisa ional, and echnological
ac o s. The e o e, i is necessa y o s udy he adap a ion o
AI o di e en cul u al con ex s in in e na ional manage-
men and he long- e m impac s o AI adop ion on s a e-
gic managemen and planning in mul ina ional companies.
The use o AI echnologies is becoming inc easingly
ele an due o he need o imp o e cybe secu i y. Resea ch
by S.Zeadallye al.(2020) showed ha employing machine
lea ning me hods helps de ec and p e en cybe h ea s in
eal- ime, signi ican ly educing he isk o cybe a acks.
B.Naike al.(2022) conduc ed a comp ehensi e e iew o
AI me hods used o s eng hen cybe secu i y and assessed
hei e ec i eness as high due o hei abili y o quickly de-
ec and espond o h ea s. I is necessa y o add ess he
echnical challenges and limi a ions o in eg a ing AI in o
cybe secu i y sys ems.
A common challenge is he need o e ec i ely in eg a e
hese echnologies in complex c oss-cul u al and in e na-
ional business en i onmen s. N.Jayawa denae al.(2022)
explo ed how AI can analyse la ge amoun s o ma ke da a
and p o ide deep insigh s in o cus ome beha iou . M.Ba -
iga (2019) de e mined ha he use o AI in ma ke ing
helps au oma e many ou ine asks, pe sonalise cus ome
in e ac ions, and p edic ma ke ends. This imp o es he
e ec i eness o ma ke ing campaigns and con ibu es o a
be e unde s anding o cus ome needs. Howe e , a en-
ion should also be gi en o he impac o a i icial in el-
ligence on employmen and wo ke s’ skills, as well as he
in eg a ion o AI in o exis ing business p ocesses, o ensu e
A i icial in elligence echnologies...
Uni e si y Economic Bulle in | Vol. 19, No. 1
36
such as CVs, cus ome e iews, and con ac s, which al-
lowed o he au oma ic ex ac ion o key in o ma ion and
ex classi ica ion. OCR was used o con e ex om pa-
pe documen s in o digi al o ma , which au oma ed he
p ocessing o physical documen s. The s a is ics used o
e alua e his au oma ion included measu emen s o doc-
umen p ocessing speeds be o e and a e AI implemen-
a ion, he numbe o e o s, and he cos o documen
p ocessing (The Fu u e o ..., n.d.).
An econome ic me hod was used o e alua e he use
o AI o op imise in en o y managemen and p ocu emen
au oma ion, including an analysis o he accu acy o de-
mand o ecas ing, changes in in en o y le els and s o age
cos s be o e and a e he in oduc ion o he echnology.
The analysis o he impac o AI on business p ocess pe o -
mance included measu ing in o ma ion p ocessing ime,
ask comple ion speed, and he o e all impac on pe o -
mance. Fo his pu pose, in e nal co po a e da a was used
o eco d he speed and e iciency o asks be o e and a e
he in oduc ion o AI echnologies. The quali y assessmen
included de e mining imp o emen s in accu acy, e o e-
duc ion, and cus ome sa is ac ion. This was in es iga ed
by examining eedback on web pages and analysing cus-
ome loyal y indica o s such as Ne P omo e Sco e (Gil-
lis,2006). Di icul ies and obs acles in AI in eg a ion we e
iden i ied by analysing echnical limi a ions, p oblems wi h
s a adap a ion, and o he challenges iden i ied in he p o-
cess o implemen ing AI in o ganisa ions.
S a is ical me hods we e used o analyse la ge amoun s
o da a on he use o AI, which assessed he impac o hese
echnologies on he pe o mance o companies. This in-
cluded an analysis o changes in cos s, p oduc i i y and
e iciency o managemen p ocesses be o e and a e he in-
oduc ion o AI. A SWOT analysis o he s eng hs, weak-
nesses, oppo uni ies, and h ea s associa ed wi h AI imple-
men a ion iden i ied he main ad an ages and challenges
acing companies. This me hod was used o assess he po-
en ial isks and oppo uni ies o AI in eg a ion in a ious
business en i onmen s. A comp ehensi e s udy o all as-
pec s o AI implemen a ion included echnical, economic,
and o ganisa ional aspec s. This allowed o gain a holis ic
iew o he impac o AI on business p ocesses and iden i y
key componen s o success ul echnology in eg a ion.
RESULTS
En e p ise managemen au oma ion using AI echnologies
co e s a wide ange o p ocesses aimed a inc easing e i-
ciency, educing cos s, and imp o ing he quali y o asks.
AI documen p ocessing is a c i ical elemen o mode n
business p ocess managemen , as i acili a es and speeds
up he p ocessing o la ge amoun s o in o ma ion. The i s
key aspec is ex ecogni ion. AI sys ems use na u al lan-
guage p ocessing algo i hms o au oma ically analyse docu-
men s such as in oices, con ac s o epo s. This e icien ly
ex ac s impo an da a such as da es, amoun s, and names
o goods o se ices, which simpli ies accoun ing, analysis
and epo ing p ocesses. The second aspec – documen
classi ica ion and indexing– allows AI sys ems o au o-
ma ically g oup documen s by hei ype and impo ance.
Fo ins ance, he sys em can ecognise in oices, con ac s,
o epo s and assign hem o he app op ia e ca ego ies
depending on hei con en . This simpli ies he subsequen
managemen o documen s, p o iding quick access o he
necessa y in o ma ion wi hou he need o manually e iew
a la ge amoun o documen a ion. Indexing helps o s uc-
u e and o ganise documen s o quick sea ch and access o
he da a equi ed, which is key o inc easing p oduc i i y
and educing ime spen on adminis a i e asks.
In en o y managemen wi h AI is becoming a neces-
sa y elemen o business p ocess op imisa ion in oday’s
en i onmen , especially in he ace o inc easing complex-
i y and compe i ion in he ma ke (Gonçal es,2022). Key
aspec s include demand o ecas ing and in en o y op imi-
za ion, which a e c ucial o e icien supply chain manage-
men and cos educ ion. The use o machine lea ning algo-
i hms o demand o ecas ing allows companies o analyse
la ge amoun s o da a, including sales his o y, he impac
o ex e nal ac o s (e.g. en i onmen al condi ions, wea h-
e ) and consume beha iou . This helps o mo e accu a ely
de e mine u u e demand o goods and se ices, which is
c i ical o p oduc ion planning and in en o y manage-
men . Fo ins ance, sys ems can au oma ically analyse de-
mand ends and espond o hem by changing p oduc ion
olumes o o de ing new ba ches o goods. In en o y op-
imisa ion in ol es au oma ic managemen o s ock le els
based on demand o ecas s and op imal se ice le els. AI
analyses da a on demand, spending a es, and in en o y
a ailabili y o s ike he igh balance be ween minimising
in en o y and ensu ing high a ailabili y o goods o cus-
ome s. This can a oid cos o e uns and main ain op imal
s ock le els, which suppo s p oduc ion e iciency and cus-
ome sa is ac ion. The use o AI in in en o y managemen
also helps o imp o e he accu acy o o ecas ing and op-
imising in en o y s a egies in eal- ime, making i a key
ool o mode n companies seeking o achie e compe i i e
ad an age in challenging ma ke condi ions.
Logis ics in mode n business includes he e icien
managemen o anspo ou es and he supply chain,
whe e AI plays a key ole in op imising p ocesses and cos s
(Sha mae al.,2022). AI algo i hms a e used o op imise
anspo ou es, which a oids conges ion, educes uel
cos s and sho ens deli e y imes. These sys ems analyse a
la ge amoun o da a, such as a ic in o ma ion, wea he
o ecas s and a ic schedules, o au oma ically de e mine
he mos op imal ou es. This app oach helps companies
e ec i ely manage hei lee and ensu e imely deli e y
o goods and se ices o cus ome s. Au oma ion o supply
chain p ocesses using AI includes he au oma ic manage-
men and coo dina ion o o de s, p oduc ion, and deli e y.
AI sys ems analyse demand, s ock le els, lead imes and
o he ac o s o op imise o de planning and execu ion.
This helps o a oid delays and inc ease e iciency in he
supply chain, which is c i ical o main aining high-quali-
y cus ome se ice and educing o e all company cos s.
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Aizenbe h
37
The applica ion o AI in logis ics allows companies o
achie e signi ican imp o emen s in p oduc i i y and e i-
ciency, which is an impo an ac o in compe i i eness in
he mode n ma ke . In he con ex o in e na ional man-
agemen , whe e companies ope a e in in e na ional ma -
ke s, he use o AI o au oma e communica ion p ocesses
wi h cus ome s is a c i ical elemen (Gillis,2006; Meye e
al.,2020). Key aspec s include au oma ing que y esponses,
p o iding 24/7 cus ome suppo and imp o ing he o e -
all cus ome expe ience.
Robo s and cha bo s a e used o au oma ically p o-
cess and espond o cus ome que ies ia websi es, mobile
apps o social media pla o ms. They a e p og ammed o
ecognise keywo ds o ph ases and p o ide answe s o
popula ques ions. This p o ides a quick and e icien way
o esol e s anda d cus ome que ies, such as p oduc in-
o ma ion, o de s a us, o e u n p ocedu es. Cha bo s
allow companies o p o ide cus ome suppo se ices
a ound he clock, wi hou human in e en ion. They can
answe ques ions, e en du ing hou s when human ope a-
o s a e no a ailable, which imp o es se ice a ailabili y
o cus ome s in di e en ime zones and educes esponse
imes. The use o obo s and cha bo s in cus ome se ice
also helps o educe se ice cos s and inc ease cus ome
sa is ac ion. They p o ide a quick esponse o que ies and
s anda dise se ice p ocesses, making hem an essen ial
ool o mode n businesses seeking o main ain a high le-
el o cus ome se ice and engagemen .
AI echnologies a e becoming a key ool in mode n
in e na ional managemen , especially when p ocessing
la ge amoun s o da a (Duane al.,2019). They a e used
o analyse ends, o ecas demand and assess isks, allow-
ing companies o make in o med decisions and plan hei
s a egies e ec i ely. AI is used o he au oma ed p o-
cessing and analysis o la ge amoun s o da a, commonly
e e ed o as “big da a”. This da a can be collec ed om
a a ie y o sou ces, including ansac ional da a, social
media da a, senso da a. AI sys ems use machine lea ning
algo i hms o au oma ically de ec dependencies and pa -
e ns in his da a, which allows hem o d aw meaning ul
business conclusions. AI can be used o de elop o ecas ing
models ha analyse his o ical da a on demand o goods
o se ices, as well as accoun o ex e nal ac o s such as
economic condi ions, changes in consume beha iou , and
ma ke ends. This allows companies o educe he isks
o s ock-ou s and o e s ocks, and plan p oduc ion and de-
li e ies wi h g ea e accu acy and p epa edness o ma ke
changes. AI is also used o assess isks in business p oces-
ses, inancial ansac ions, and decision-making (Da en-
po ,2018). The sys ems analyse in o ma ion om a ious
sou ces and add ess da a his o y o iden i y po en ial isks
and ake he necessa y measu es o mi iga e o a oid hem.
P edic i e analy ics using machine lea ning models
is a powe ul ool ha allows companies no only o e-
spond o cu en ma ke ends bu also o p edic u u e
e en s and ends wi h high accu acy. Machine lea ning
models o sales o ecas ing a e based on he analysis o a
la ge amoun o da a abou sales his o y, hei dynamics
and ela ionships wi h o he ac o s, such as ad e ising
campaigns, p icing, seasonali y and economic condi ions.
Machine lea ning algo i hms, such as eg ession models,
neu al ne wo ks, o ensemble me hods, can be used o
build p edic i e models ha can accu a ely p edic u u e
sales olumes based on his da a. This helps companies e-
duce he isk o o e p oduc ion o unde p oduc ion, op-
imise in en o y, and plan p oduc ion based on ealis ic
demand o ecas s. In ma ke ing and sales, i is necessa y
o de e mine wha ac o s in luence consume beha iou
and pu chase decisions. Machine lea ning models analyse
la ge amoun s o da a abou cus ome s, hei pu chases,
in e es s, demog aphics, and o he impo an pa ame e s.
Based on his da a, pe sonalised p edic i e models can
be de eloped o p edic u u e cus ome ac ions, such as
p oduc p e e ences o esponses o ma ke ing campaigns.
This allows companies o op imise communica ion s a e-
gies and o e s o each cus ome , imp o ing ma ke ing e -
iciency and inc easing con e sions.
By analysing la ge olumes o ma ke da a, machine
lea ning models can iden i y key ends and changes in
consume p e e ences, echnology, o compe i i e s a-
egies. This allows companies o adap o ma ke condi-
ions, in oduce new p oduc s o se ices in a imely man-
ne , and espond o compe i ion wi h e ec i e s a egies.
P edic i e models help educe isks and inc ease compe i-
i eness, enabling companies o main ain a s ong ma ke
posi ion (Fig.1).
Figu e 1. The ole o AI in analy ics
and o ecas ing in in e na ional managemen
Sou ce: c ea ed by he au ho based on M. Haenleine al.(2019)
40
30
30
Big da a analysis
Demand o ecas ing
and isk assessmen
P edic i e analy ics
In he mode n en i onmen , HR managemen is ac-
i ely using AI echnologies o au oma e ec ui men and
candida e selec ion p ocesses, which signi ican ly educes
he in luence o he human ac o and inc eases he e i-
ciency o hese p ocesses (Came al.,2019). The main as-
pec s in which AI is in ol ed:
1.Au oma ion o esume analysis. AI sys ems use na -
u al language p ocessing algo i hms o analyse and classi y
candida es’ CVs, au oma ically iden i y he key skills, expe-
ience and educa ion ha ma ch he job.
2.E alua ion o candida es. AI c ea es p edic i e mod-
els based on his o ical da a on success ul employees and
candida es, which objec i ely assess po en ial applican s o
acan posi ions.
A i icial in elligence echnologies...
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3.Analysis o in e iew esul s. AI sys ems can ana-
lyse audio o ex eco dings o in e iews o iden i y key
poin s, assess candida es’ communica ion skills, and ensu e
consis ency in assessmen .
These echnologies signi ican ly educe he ime need-
ed o alen selec ion, enhance he accu acy o candida e
assessmen s, and allow o mo e e icien use o human
esou ces. Addi ionally, hey open up new oppo uni ies
in pe sonalised lea ning and de elopmen o companies
seeking o imp o e hei employees’ knowledge and skills.
The main ad an age is he c ea ion o adap i e lea ning
pla o ms ha u ilise machine lea ning algo i hms. These
pla o ms analyse each employee’s indi idual skills, p o-
g ess, and p e e ences o sugges u he lea ning s eps ha
bes mee pe sonal needs. AI can also be used o au oma ed
assessmen o lea ning ou comes, iden i ying weaknesses,
and ecommending u he de elopmen . This enables as-
e adap a ion o aining p og ams o indi idual employee
needs and imp o es lea ning e ec i eness. Mo eo e , da a
analy ics can iden i y key a eas o de eloping necessa y
employee compe encies and ocus aining p og ams on
add essing speci ic challenges and goals o he company.
These AI-based app oaches o HR managemen help im-
p o e he le el o knowledge and compe encies o s a ,
which is c i ical o inc easing he compe i i eness and sus-
ainabili y o o ganisa ions in oday’s business en i onmen .
CRM uses AI o mo e accu a ely segmen cus ome s
based on hei beha iou al da a (Ga ne : Magic quad-
an ..., 2022; Cha e jee & Chaudhu i, 2022). This is an
impo an aspec o ensu ing e icien and pe sonalised
cus ome in e ac ions. CRM sys ems collec and analyse
cus ome in o ma ion om a a ie y o sou ces, including
websi es, social media, ansac ions, and cus ome com-
munica ions. The use o AI allows o in-dep h analysis o
cus ome beha iou al da a o iden i y pa e ns and p edic
cus ome needs. This pe sonalises communica ions by
p o iding ailo ed o e s, ecommenda ions and se ices,
which inc eases cus ome sa is ac ion and loyal y. AI-powe-
ed analy ics in CRM also helps p edic u u e cus ome
beha iou , which con ibu es o mo e op imised sales s a -
egies. Pe sonalised ad e ising is used by companies o c e-
a e indi idual app oaches o each cus ome , which signi i-
can ly imp o es he e ec i eness o ma ke ing campaigns.
AI plays a key ole in his con ex , enabling he au oma ion
o he analysis o la ge amoun s o da a abou cus ome s,
hei p e e ences, pu chases, in e es s, and beha iou . Wi h
he help o machine lea ning and NLP algo i hms, CRM
sys ems can c ea e de ailed cus ome p o iles, and analyse
hei online beha iou , eac ions o ad e ising campaigns
and o he ma ke ing in luences. This allows no only o
p edic cus ome beha iou bu also o c ea e pe sonalised
o e s ha bes sui hei indi idual needs and in e es s. Fo
ins ance, CRM sys ems can au oma ically ecommend p o-
duc s o se ices ha may be o in e es o cus ome s based
on hei p e ious pu chases o b owsing habi s, pe sonal-
ise emails o social media pos s wi h indi idual o e s, and
cus omise websi e in e aces o each isi o indi idually.
This app oach inc eases he con e sion a e o ma ke ing
campaigns, educes losses due o misdi ec ed communica-
ions, and makes cus ome in e ac ion mo e e ec i e.
AI-enhanced inancial analy ics plays an impo an
ole in mode n inancial managemen , enabling companies
o analyse inancial s a emen s mo e accu a ely, o ecas
cash lows, and assess inancial isks wi h high accu acy and
e iciency. The main aspec s o using AI in inancial ana-
ly ics include au oma ing he p ocessing o la ge amoun s
o inancial da a, such as accoun ing eco ds, income s a e-
men s, budge ing, and in es men da a (Schmi ,2020). AI
sys ems use machine lea ning algo i hms o iden i y and
analyse pa e ns in inancial da a, which allows hem o
iden i y ends, isks, and oppo uni ies o op imise inan-
cial p ocesses. AI-powe ed p edic i e models help mana-
ge s o ecas u u e cash lows and p o i s based on da a
his o y and o he ac o s, such as economic condi ions,
changes in ma ke condi ions, and s a egic decisions. This
helps o a oid inancial isks, inc ease he accu acy o plan-
ning and s a egic decisions, and ensu e he inancial s a-
bili y and g ow h o he company. Financial isk assessmen
using AI includes he analysis o in o ma ion on c edi isk,
in es men oppo uni ies, and inancial s abili y o coun-
e pa ies and pa ne s, as well as o ecas ing he impac o
changes in he mac oeconomic en i onmen on he compa-
ny’s inancial posi ion. This helps manage s make in o med
decisions on inancial managemen and in es men o e-
sou ces o achie e he company’s s a egic goals (Fig.2).
Figu e 2. Applica ion o AI
in inancial managemen in in e na ional managemen
Sou ce: c ea ed by he au ho based on M. Hidaya e al.(2024)
0 9 17 26 34 43
Financial isk assessmen
Cash low o ecas ing
AI-assis ed accoun ing au oma ion is a key end in
he mode n business en i onmen aimed a op imising
p ocesses, educing e o s, and imp o ing he e iciency o
inancial managemen o an en e p ise (AlKoheji & Al-Sa -
awi,2022). AI is used o au oma e ou ine accoun ing ope a-
ions, such as da a en y, ansac ion classi ica ion, epo ing,
and inancial da a analysis. AI sys ems equipped wi h ma-
chine lea ning algo i hms can independen ly ecognise and
p ocess inancial da a, which signi ican ly educes he ime
equi ed o pe o m accoun ing p ocedu es and he cos
o hei main enance. One o he key bene i s o using AI
in accoun ing is he educ ion o he likelihood o human
e o . Machine lea ning algo i hms can accu a ely analyse
and in e p e la ge amoun s o inancial da a, and de ec
anomalies and e o s in accoun s, which can be used o
quickly iden i y po en ial p oblems and ake he necessa y
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measu es o esol e hem. In addi ion, he use o AI helps
o inc ease he e iciency o accoun ing depa men s by au-
oma ing in e nal p ocesses, such as o mula ing inancial
o ecas s, calcula ing ax liabili ies, and con olling cos s.
This allows inancial analys s and accoun an s o ocus on
s a egic asks and analysis ins ead o pe o ming mono o-
nous manual ope a ions.
Enhancing cybe secu i y is a c ucial ask o mode n
o ganisa ions, as h ea s in he digi al wo ld a e becoming
inc easingly complex and mul i ace ed. Using AI o de ec
cybe h ea s and anomalous ac i i y in eal- ime is becom-
ing a key elemen o an e ec i e cybe secu i y s a egy (Ab-
dullahie al.,2022). The machine lea ning algo i hms un-
de lying AI sys ems can analyse huge amoun s o da a ha
a e cons an ly coming om a ious sou ces, such as ne -
wo k logs, use ac i i y da a, se e logs, and o he sou ces
o in o ma ion. Th ough his analysis, AI can de ec de-
ia ions om no mal beha iou ha may indica e he
p esence o cybe h ea s. This includes de ec ing unusual
pa e ns o ne wo k access, abno mal changes in so wa e,
o unexpec ed ac i i y ha could be a sign o in usion o
malicious ac i i y. One o he main ad an ages o using AI
in cybe secu i y is he abili y o de ec h ea s in eal- ime.
This means ha he sys em can immedia ely espond o po-
en ial h ea s by au oma ically aking measu es o p e en
o neu alise he h ea . Fo example, he sys em can au o-
ma ically block suspicious ac i i y, isola e a ec ed a eas o
he ne wo k, o send no i ica ions o secu i y adminis a-
o s o immedia e in e en ion. In addi ion, AI can lea n
om his o ical da a and con inuously imp o e i s h ea
de ec ion models. This means ha he sys em is becoming
inc easingly accu a e in de ec ing new ypes o h ea s and
adap ing o changes in a acke beha iou . As a esul , com-
panies can be be e p epa ed o new cybe secu i y chal-
lenges and espond mo e quickly o po en ial h ea s. Using
AI o imp o e cybe secu i y helps o ganisa ions educe he
isk o con iden ial in o ma ion leakage, inancial losses,
and epu a ional damage. I can also signi ican ly educe
cybe secu i y cos s, as he au oma ion o h ea de ec ion
and esponse p ocesses educes he need o manual labou
and inc eases he e ec i eness o secu i y measu es.
Da a p o ec ion using AI is an impo an aspec o mo-
de n cybe secu i y (Ma inellie al.,2020). AI can be used
o he au oma ic moni o ing and analysis o la ge amoun s
o da a in eal- ime, iden i ying suspicious ac i i y and
p e en ing po en ial h ea s. AI can de ec abno mal be-
ha iou al pa e ns ha may indica e a emp s a unau ho-
ised access o da a o o he ypes o cybe a acks. Machine
lea ning algo i hms analyse use and sys em beha iou al
da a o de ec any de ia ions om no mal unc ioning. Fo
example, i he sys em de ec s unusual ac i i y wi h a use ’s
accoun , such as access a emp s om unusual loca ions o
a unusual imes, i can immedia ely block ha access and
no i y he app op ia e specialis s o u he in es iga ion.
AI is also used o de ec and p e en phishing a acks. By
analysing many emails and websi es, AI sys ems can iden i-
y he ell ale signs o phishing and block hem be o e use s
can become ic ims. This includes analysing ex , URLs,
and me ada a o help iden i y ake o malicious esou ces.
AI can help p e en da a b eaches by analysing use
and sys em ac i i y o iden i y po en ial h ea s be o e hey
can cause damage. Fo example, AI sys ems can de ec un-
au ho ised copying o ans e o con iden ial da a, p o ing
quick esponse and da a loss p e en ion. Thanks o hei
abili y o lea n, AI sys ems a e cons an ly imp o ing and
becoming mo e e ec i e in de ec ing and p e en ing new
h ea s. They can analyse da a om p e ious a acks and use
his knowledge o p edic and p e en u u e h ea s. This
ende s hem subs an ial in he igh agains cybe c ime
and ensu ing high-le el da a p o ec ion. The use o AI o
imp o e da a p o ec ion and p e en cybe a acks is an im-
po an elemen o mode n cybe secu i y, enabling o gani-
sa ions o e ec i ely p o ec hei da a and educe he isk o
cybe h ea s. The in oduc ion o AI echnologies in in e -
na ional managemen con ibu es o a signi ican inc ease
in da a p i acy. Thanks o ad anced enc yp ion algo i hms
and anonymiza ion me hods, companies can mo e e ec-
i ely p o ec he pe sonal in o ma ion o cus ome s and
pa ne s. This allows hem o comply wi h in e na ional
da a p o ec ion s anda ds, such as he Gene al Da a P o ec-
ion Regula ion, and ensu e a high le el o us in he com-
pany. One o he impo an esul s o e hical AI applica-
ions is he de elopmen and implemen a ion o algo i hms
ha minimise bias. Th ough egula audi s and algo i hm
adjus men s, companies can a oid disc imina ion based
on gende , ace, age, and o he ac o s. This con ibu es
o a ai e and mo e anspa en decision-making p ocess.
Companies implemen ing AI a e ac i ely wo king on
he de elopmen o e hical da a use policies. This includes
in o ming cus ome s abou how hei da a is collec ed and
used and ob aining consen o he p ocessing o such da a.
Such app oaches help o ensu e ha cus ome igh s a e
espec ed and educe he isk o e hical con lic s. The in-
oduc ion o anspa en algo i hms is ano he impo an
ou come o an e hical app oach o AI. Companies a e de-
eloping me hods o explain he decisions made by algo-
i hms, allowing use s o unde s and how and why ce ain
decisions we e made. This inc eases he us in AI ech-
nologies and con ibu es o he g ea e accep ance o hese
echnologies in socie y. The in oduc ion o AI in in e na-
ional managemen is accompanied by he de elopmen
o esponsibili y and accoun abili y mechanisms o he
esul s ob ained wi h he help o AI algo i hms. Companies
c ea e in e nal e hics commi ees ha con ol he use o AI
and ensu e compliance wi h e hical no ms and s anda ds.
This helps o a oid nega i e consequences and ensu es he
esponsible use o AI. Conside a ion o cul u al peculia i-
ies when implemen ing AI in in e na ional companies is
an impo an aspec ha con ibu es o he success ul in e-
g a ion o echnologies and ensu es e icien ope a ion on a
global le el. In e cul u al di e ences a ec a ious aspec s
o business, including communica ion, human esou ces,
ma ke ing s a egies, and decision-making. Implemen ing
AI equi es aking hese di e ences in o accoun o ensu e
A i icial in elligence echnologies...
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40
ha echnologies a e adap ed o speci ic cul u al con ex s
and a oid po en ial con lic s.
One o he key aspec s is language adap a ion. AI ha
wo ks wi h ex o oice in o ma ion mus conside he lan-
guage di e ences and nuances o each coun y o egion
(E elson, 2020). This includes ansla ing and localising
in e aces, analysing he one and meaning o wo ds, and
conside ing language idioms and ph ases. This ensu es ha
in o ma ion is unde s ood and in e p e ed co ec ly and
imp o es he quali y o in e ac ion wi h use s om di e -
en cul u al backg ounds. Cul u al cha ac e is ics also a -
ec he pe cep ion o echnology and eadiness o use i .
Some cul u es may ha e s ong adi ions and conse a i e
iews ha a ec he adop ion o new echnologies. The e-
o e, i is necessa y o add ess cul u al alues and p e e-
ences when conduc ing ele an esea ch and analysis.
Fo example, he in oduc ion o AI may equi e addi ional
educa ional campaigns o aining o aise awa eness and
eadiness o s a o use new echnologies. Human esou -
ces should also ake cul u al sensi i i ies in o accoun when
using AI. This includes adap ing ec ui men and selec ion
algo i hms o conside cul u al nuances, as well as de e-
loping aining and de elopmen models ha conside di -
e en lea ning s yles and cul u al p e e ences. The use o
AI in in e na ional companies also equi es conside ing
cul u al di e ences in app oaches o mo i a ion, commu-
nica ion, and eam managemen . Ma ke ing s a egies ha
use AI should also be adap ed o he cul u al cha ac e is ics
o a ge ma ke s. This includes pe sonalisa ion o ma ke -
ing messages, conside ing cul u al p e e ences, cus oms,
and adi ions. Fo example, he use o AI o analyse con-
sume p e e ences and beha iou should conside di e en
cul u al con ex s o ensu e ha ma ke ing campaigns a e
ele an and e ec i e.
DISCUSSION
This s udy examines in de ail he implemen a ion o AI in
a ious aspec s o business managemen a he in e na ional
le el. The use o AI in oday’s en i onmen can signi ican ly
inc ease e iciency, educe cos s and imp o e he quali y o
asks. AI can be used o au oma e ou ine business p ocesses,
including ex ecogni ion, classi ica ion and indexing o
documen s. This can signi ican ly educe he ime equi ed
o p ocess la ge amoun s o in o ma ion and imp o e he
accu acy o analysis. Technologies such as NLP and OCR
help au oma e documen p ocessing asks (The Fu u e o ...,
n.d.). Thanks o hese echnologies, companies can p ocess
in o ma ion quickly and accu a ely, which inc eases labou
p oduc i i y and educes adminis a ion cos s. Machine
lea ning algo i hms allow o o ecas ing demand o p od-
uc s and op imising s ocks. This helps companies manage
hei supply chains mo e e icien ly, educing he isk o
o e s ocking o sho ages. Fo example, demand o ecas -
ing based on he analysis o sales his o y da a and seasonal
luc ua ions allows o accu a e p oduc ion and deli e y
planning. This ensu es op imal in en o y managemen ,
which helps educe cos s and imp o e cus ome se ice.
K. Bha sa e al.(2019) came o a simila conclusion
ha AI can signi ican ly imp o e he e iciency o manage-
men p ocesses in so wa e p ojec s. They emphasised ha
au oma ing ou ine asks such as moni o ing p ojec p o-
g ess and managing isks can educe e o s and inc ease
o e all p oduc i i y. A.K.Nami e al.(2022) con i med he
impo ance o AI o in en o y managemen , pa icula ly
h ough demand o ecas ing and in en o y op imisa ion.
They ound ha he use o machine lea ning and combina-
o ial op imisa ion allows o accu a e p oduc ion and sup-
ply planning, educing he isk o o e s ocking o sho ag-
es. The s udy con i ms ha AI is used o op imise anspo
ou es and au oma e p ocesses in he supply chain. This
helps o educe deli e y imes, cu uel cos s, and imp o e
o e all logis ics e iciency. In pa icula , he use o ou e
op imisa ion algo i hms allows o de e mining he as es
and mos cos -e ec i e ou es o he deli e y o goods. AI
also helps au oma e he p ocessing o cus ome eques s us-
ing cha bo s and i ual assis an s. This ensu es ound- he-
clock suppo , quick esponse o eques s, and inc eased
cus ome sa is ac ion. The use o cha bo s allows p ocessing
many eques s simul aneously, which signi ican ly educes
he wo kload o he suppo eam. R.Ake ka (2019) ana-
lysed he in oduc ion o AI in supply chain managemen
and logis ics and ound ha he use o machine lea ning
algo i hms o demand o ecas ing helps companies plan
p oduc ion and supply mo e accu a ely, which educes he
isk o o e s ocking o sho ages.
The abili y o AI o quickly p ocess and in e p e com-
plex da a se s makes i indispensable o iden i ying ends,
o ecas ing demand, and assessing isks. Simila conclu-
sions we e eached by V. Soh abpou e al. (2021), who
in es iga ed he use o AI o o ecas expo sales. They
ound ha AI can signi ican ly imp o e he accu acy o
expo sales o ecas s compa ed o adi ional me hods.
The use o machine lea ning algo i hms helps o analyse
la ge amoun s o da a and iden i y pa e ns ha a ec
sales. B.Hmoud(2021) explo ed he applica ion o AI o
business, ocusing on how hese echnologies can be im-
plemen ed o inc ease ope a ional e iciency, op imise
p ocesses, and imp o e s a egic managemen . The s udy
ound ha AI echnologies help in analysing la ge amoun s
o da a and iden i ying ends and anomalies, which acil-
i a es in o med business decision-making and imp o es
s a egic planning.
M. Po wo ae al.(2024) showed ha AI helps au o-
ma e ou ine ma ke ing asks such as con en c ea ion
and dis ibu ion, ad e ising campaign managemen , and
cus ome da a p ocessing, which inc eases e iciency and
educes cos s. AI has a signi ican impac on ma ke ing
pe sonalisa ion, allowing companies o c ea e unique and
a ge ed ma ke ing campaigns o each cus ome . Using
machine lea ning algo i hms and big da a analysis, AI can
lea n cus ome beha iou al pa e ns, p e e ences, and pu -
chase his o y. This ensu es ha pe sonalised o e s can be
c ea ed ha bes mee he needs and expec a ions o each
consume . S. Lee’s(2020) esea ch on use o cha bo s in
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cus ome communica ion ound ha AI enables pe sona-
lised in e ac ions by p o iding ailo ed ecommenda ions
and solu ions based on he analysis o p e ious in e ac ions
and cus ome p e e ences.
AI also plays an impo an ole in inancial analy ics,
p o iding mo e accu a e and as e analyses o inancial
da a. (A i icial in elligence in...,2021). The use o machine
lea ning and big da a analy ics algo i hms allows com-
panies o manage hei inances mo e e icien ly, iden i y
ends and make in o med decisions. One o he main ap-
plica ions o AI in inancial analy ics is o ecas ing inancial
indica o s. Machine lea ning algo i hms can analyse his-
o ical inancial da a and p edic u u e e enues, expens-
es, and p o i s. This allows companies o be e plan hei
budge s and de e mine op imal de elopmen s a egies.
J.Xue al.(2024) in es iga ed he use o AI echnologies o
p edic and op imise isks in inancial se ices. They ound
ha AI-based echnologies help o educe inancial losses
h ough mo e accu a e o ecas ing and ea ly de ec ion o
isks, which allows o ac ion o be aken be o e isks esca-
la e in o se ious p oblems.
The use o a i icial in elligence in cybe secu i y and
e hical and cul u al managemen a e impo an opics o
conside in he con ex o he esea ch opic. AI enables
as e and mo e accu a e de ec ion o h ea s and anomalies
hanks o machine lea ning algo i hms and big da a ana-
lysis. A he same ime, e hical and cul u al conside a ions
mus be aken in o accoun when implemen ing i . E hical
issues include ai ness, anspa ency and accoun abili y in
decision-making. I is impo an o ensu e ha algo i hms
a e no biased and ope a e acco ding o e hical s anda ds.
In a cul u al con ex , AI echnologies need o be adap ed o
di e en cul u al cha ac e is ics, such as language ba ie s
and social no ms, o ensu e hei e ec i eness and accep a-
bili y in di e en egions. A simila p oblem was s udied by
R.T im & Y.-I.Lee(2022). They conside ed he possibili y
o combining sociocul u al in elligence wi h AI o imp o e
he cybe secu i y o o ganiza ions. Sociocul u al in elli-
gence in ol es unde s anding he cul u al and social ac-
o s ha can in luence use beha iou and po en ial h ea s.
The esul s o hei esea ch showed ha he combina ion
o hese wo ac o s helps o inc ease he esilience o o -
ganiza ions o cybe h ea s.
O e all, he esea ch esul s show ha he use o a i-
icial in elligence in in e na ional companies signi ican ly
enhances he e iciency o business p ocesses. This is sup-
po ed by nume ous scien is s in hei s udies. AI enables
he au oma ion o ou ine asks, imp o es o ecas ing ac-
cu acy, and op imizes managemen decisions, leading o
subs an ial cos educ ions and inc eased p oduc i i y.
Addi ionally, he in eg a ion o AI p omo es pe sonalized
cus ome se ice and enhances communica ion in a mul-
icul u al en i onmen , helping companies be e adap o
a ying ma ke condi ions
CONCLUSIONS
The s udy showed ha he au oma ion o p ocesses wi h
he help o a i icial in elligence signi ican ly con ibu es o
inc easing he e iciency o he en e p ise. The a eas exa-
mined include documen p ocessing, in en o y manage-
men , logis ics, CRM, ma ke ing, inancial managemen ,
human esou ces, and cybe secu i y. The s udy con i med
ha cybe secu i y is signi ican ly s eng hened by AI’s abil-
i y o de ec h ea s in eal- ime, de ec anomalies and au-
oma ically espond o hem, ensu ing eliable da a p o ec-
ion and educing he isk o cybe a acks. The abili y o AI
o p ocess la ge amoun s o da a acili a es end analysis,
demand o ecas ing and isk assessmen , which acili a es
in o med decision-making in in e na ional managemen .
The s udy demons a ed ha he e hical applica ion o
AI, including minimising bias, algo i hmic anspa ency,
and esponsible use o da a, is c i ical o main aining us
and adhe ence o in e na ional s anda ds. Conside ing cul-
u al di e ences when implemen ing AI ensu es e ec i e
global ope a ions, om language adap a ion o ma ke ing
s a egies ailo ed o cul u al con ex s. The widesp ead use
o AI in business p ocess au oma ion ac oss a ious sec o s
demons a es i s key ole in inc easing e iciency, educing
cos s, and imp o ing he quali y o asks. The in eg a ion
o AI echnologies allows businesses o achie e compe i-
i e ad an age, op imise esou ce u ilisa ion, and inc ease
o e all p oduc i i y and e iciency in complex and apidly
changing ma ke condi ions.
P ospec s o u he esea ch include he adap a ion
o AI o di e en cul u al con ex s, he s udy o e hical as-
pec s o i s use, and in eg a ion wi h o he ad anced ech-
nologies. O he impo an a eas include he de elopmen
o me hods o aining and adap ing AI, i s use in s a egic
and human esou ces managemen , enhancing cybe secu-
i y, and de eloping new AI-based business models. The
limi a ions o he s udy s em om he insu icien amoun
o da a a ailable o analysis and he di icul y o consid-
e ing cul u al di e ences in he use o AI echnologies in
di e en coun ies.
ACKNOWLEDGEMENTS
None.
CONFLICT OF INTEREST
None.
REFERENCES
[1] Abdullahi, M., Baasha , Y., Alhussian, H., Alwadain, A., Aziz, N., Cap e z, L., & Abdulkadi , S.(2022). De ec ing
cybe secu i y a acks in in e ne o hings using a i icial in elligence me hods: A sys ema ic li e a u e e iew.
Elec onics, 11(2), a icle numbe 198. doi:10.3390/elec onics11020198.
[2] Ake ka , R.(2019). A i icial in elligence o business. Cham: Sp inge . doi:10.1007/978-3-319-97436-1.
