BABII S., Senior lecturer of the Department of Economic Cybernetics and Informatics, West Ukrainian National University, Ternopil, Ukraine

ORCID: 0000-0001-5052-2702
e-mail: babijstepan@ukr.net

The Use of Artificial Intelligence Technologies and Business Analytics to Ensure the Profitability of Enterprises in the Information and Communication Technology Sector

Abstract. Introduction. The rapid development of digital technologies is fundamentally transforming enterprise management approaches in the information and communication technology (ICT) sector. Artificial intelligence (AI), business analytics, Business Intelligence (BI), and Big Data technologies have become key drivers of digital transformation, improving managerial decision-making, operational efficiency, and enterprise profitability.

Purpose. The purpose of the study is to substantiate the theoretical foundations and identify practical directions for applying artificial intelligence technologies and business analytics as components of information and communication technologies to ensure the profitability of ICT enterprises.

Results. The study identifies the main directions of digital transformation affecting enterprise profitability and determines the key factors influencing financial performance through the implementation of ICT, AI, and business analytics. It is demonstrated that the integration of Business Intelligence systems, Data Analytics platforms, machine learning algorithms, and cloud technologies enhances demand forecasting, optimizes cost structures, improves resource utilization, automates business processes, and increases the quality of managerial decision-making. A conceptual model illustrating the interrelationships among digital infrastructure, business analytics, artificial intelligence, managerial decisions, and enterprise profitability is proposed.

Conclusions. The research confirms that the comprehensive integration of information and communication technologies, business analytics, and artificial intelligence into enterprise management systems contributes to improving operational efficiency, strengthening competitive advantages, and ensuring sustainable profitability. The proposed conceptual model may serve as a methodological basis for developing digital strategies and implementing intelligent decision-support systems in ICT enterprises.

Keywords: information and communication technologies; artificial intelligence; business analytics; digital transformation; enterprise profitability; Business Intelligence; Big Data

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