The Role of Generative AI in Developing Business Intelligence in the Era of Digital Transformation
Keywords:
Generative AI, Business Intelligence, Digital Transformation, Data Analysis, and Decision-MakingAbstract
Advancements in digital technology are driving companies to utilize data as a basis for business decision-making. Business Intelligence (BI) transforms data into actionable information, while Generative Artificial Intelligence (Generative AI) enables users to interact with data using natural language. This study examines the role of Generative AI in supporting the development of Business Intelligence amidst digital transformation, as well as the benefits and challenges associated with implementing this technology. A qualitative approach was employed using a literature review method, analyzing relevant scientific journal articles and publications. The findings indicate that Generative AI facilitates information retrieval, simplifies database query creation, summarizes reports, and supports data analysis for business decision-making. However, its implementation faces challenges such as output accuracy, data quality, information security, and the risk of misinterpreting results. Therefore, the use of Generative AI in Business Intelligence requires robust data management, verification of analysis results, and human oversight. This study aims to provide insights into the opportunities and obstacles involved in leveraging Generative AI to build Business Intelligence systems effectively and ethically.
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Copyright (c) 2026 Septiana Wulandari, Hoirul Umam (Author)
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