A Systematic Analysis of the Role of Artificial Intelligence in Digital Business Transformation

Abstract

This study explores the transformative impact of artificial intelligence (AI) in shaping the digital business landscape through a bibliometric analysis. The research maps the growth and development of AI-related studies in the digital business domain over the past five years by employing co-citation and co-word analysis methods. Data was sourced from the Scopus database, focusing on peer-reviewed journal publications between 2019 and 2023. The findings reveal a significant increase in AI research across various sectors, highlighting its expanding relevance and potential in driving digital business innovation. The study identifies four primary areas where AI has made notable contributions: digital transformation, human resource management, business and economic strategy, and cross-industry applications. AI is a critical enabler for process automation, predictive analytics, and personalized services, fostering operational efficiency and enhancing competitive advantage. This research underscores AI’s role in improving decision-making, optimizing workflows, and creating new business models that align with the demands of the digital era. Through the lens of the People, Process, and Technology (PPT) framework, the study introduces a conceptual model that illustrates how integrating AI successfully requires harmonizing human capital, optimized processes, and advanced technology. The insights from this study provide valuable guidance for academics, industry leaders, and policymakers, offering strategic directions for leveraging AI to drive long-term business growth and innovation in the digital economy.