ARTIFICIAL INTELLIGENCE AND TRANSFORMATION: THE ROLE IN THE BUSINESS ENVIRONMENT AND THE CHALLENGES OF ADOPTION

The present bibliographic research explores the context of Artificial Intelligence (AI) and its transformative application in the contemporary business environment. The objective is to analyze how the implementation of AI solutions, such as Machine Learning and automation, impacts operational efficiency, strategic decision-making, and customer experience within organizations. It is observed that, despite its potential for cost optimization and innovation, AI adoption faces significant barriers, including the need for investments in technological infrastructure and data governance, workforce reskilling and upskilling, and the management of ethical and data privacy issues. This study aims to identify the main competitive advantages provided by AI and the critical challenges that business leaders must overcome for successful integration. The methodology employed is an exploratory literature review, using scientific articles, market reports, and specialized works to support the analysis of the current and future landscape of AI in the corporate world. It is concluded that AI is an indispensable vector for competitiveness, requiring from companies not only technological investment but also a profound cultural and strategic transformation, prioritizing ethical governance (AI Ethics) and the creation of collaborative work environments between humans and machines.