Big Data Analytics, AI And ML In Business: Redefining Strategic Frameworks, Marketing Strategies, Organizational Structures, And Operational Efficiency

Abstract

The business landscape has been transformed by the emergence of technologies such as Artificial Intelligence (AI), Machine Learning, Big Data Analytics, and Natural Language Processing. This has made the Information Technology (IT) function an integral part of the business model rather than just a support function. As a result, the usage of technology is now driven by various functions beyond IT, including Marketing, Human Resources, Operations, Finance, and Legal. This phenomenon is referred to as Shadow IT, and its implications are explored in this paper. The paper examines how the intersection of AI, ML, Big Data Analytics, NLP, and Shadow IT is transforming business paradigms and functions such as Marketing, Operation, and Organization structure. The study is conducted through a literature review, case studies, and an analysis of various industry sectors. Finally, the paper concludes with a discussion of the findings and recommendations for future research in this area.