IMPLEMENTING A COMPANY'S COMPETITIVE STRATEGY USING ARTIFICIAL INTELLIGENCE ; РЕАЛІЗАЦІЯ КОНКУРЕНТНОЇ СТРАТЕГІЇ ПІДПРИЄМСТВА З ВИКОРИСТАННЯМ ШТУЧНОГО ІНТЕЛЕКТУ

The continuous increase in the intensity of competitive interaction of companies in modern markets requires their management to take a well-founded comprehensive approach to the development and implementation of a competitive strategy. At the same time, digital tools for ensuring excellence and competitiveness of enterprises play an increasingly important role. The work summarizes the areas of use of artificial intelligence tools in the implementation of a competitive strategy of a business organization. The analysis of the possibilities of using artificial intelligence was carried out in the context of the strategies for forming a competitive advantage proposed by M. Porter. The successful implementation of the cost leadership strategy can be helped by optimizing various aspects of the enterprise's activities based on intelligent demand forecasting, automation of routine and repetitive operations, increasing the efficiency of production, marketing and advertising, improving labour management, reducing energy costs and other areas of ensuring business excellence. Artificial intelligence will also be useful in creating a unique offer that will distinguish a product or service among competitors in the market, and in meeting the needs of the target audience better than competitors. The paper examines the positive and negative experience of using artificial intelligence tools in the implementation of well-known corporations’ competitive strategies. The analysis and generalizations carried out in the work have shown the breadth of the AI tools used, the potential of the described approaches to digitalization of companies' activities and the ambiguity of the consequences of their application in the realities of a changing and highly competitive environment. This is confirmed by the positive and, in some cases, negative experience of using artificial intelligence tools in the implementation of competitive strategies of well-known corporations. Situational sets of artificial intelligence tools adapted to the scale of ...