IDENTIFICATION OF PROBLEMS ARISING FROM THE IMPLEMENTATION OF ARTIFICIAL INTELLIGENCE IN THE BUSINESS ENVIRONMENT

Анотація

The intensive development of artificial intelligence (AI) technologies and their implementation in the business environment pose serious challenges and uncertainty regarding the further application of innovations in many areas of life. The highest level of generative artificial intelligence adoption in the areas of marketing, software engineering, and analytics has been achieved by the technology sector, thanks to the possibilities of personalization, automation, and optimization of operational processes. However, along with this, the implementation of AI has become more complicated due to the growth of cyber threats, as well as ethical and legal restrictions, particularly in traditional sectors such as manufacturing and supply chain management. Accordingly, there is a need to outline the advantages, disadvantages, and consequences of integrating artificial intelligence into real economic processes based on accumulated experience and to adjust algorithm training to optimize the development of enterprises. The article examines key problems of AI implementation in business and marketing, identifying negative consequences and potential threats associated with the incorrect use of innovative technologies. Indeed, the use of generative artificial intelligence in business processes for the purpose of creating differentiated content is related to many challenges (deep fakes, disinformation, manipulation, etc.), and there is also a serious need to regulate the system of regulatory acts at the national and global levels, which will help protect the rights and interests of all stakeholders. The results of the analysis have shown the evolution of tools and policies for regulating the use of artificial intelligence in several countries, including the EU, the USA, and China. The main problems of implementing artificial intelligence in the business environment have been identified, which are classified according to the following criteria: data problems, integration of AI with existing information systems, insufficient computing power and infrastructure, an acute shortage of qualified AI specialists, security problems, and ensuring data privacy. Their consideration requires focusing close attention on the use of artificial intelligence as a tool for implementing cyberattacks. Based on the analysis, priority strategic development vectors for companies operating in the field of AI have been identified: investing in data processing infrastructure, implementing transfer and federated learning, developing tamper-resistant models, strengthening cybersecurity, and cooperating with regulatory authorities to comply with regulations and protect personal data, such as the General Data Protection Regulation (GDPR) - an EU regulatory act that regulates the protection of individuals personal data, giving them control over their data and establishing rules for companies to collect, process, and store it, as well as the Artificial Intelligence Act (AI Act) – a new EU regulation that establishes security rules and compliance with citizens’ rights when using artificial intelligence technologies. The choice of strategies is justified depending on the size of the company, time horizon, and market opportunities, which ensures the implementation of a proactive strategy based on maximizing the use of the AI potential and minimizing the risks of its implementation.

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