Abstract

In today’s fast-paced business landscape, data is no longer just a byproduct; it’s the driving force behind informed decision-making. With the rise of business analytics, organizations can harness the power of data to gain insights that lead to improved strategies, enhanced operations, and, ultimately, a stronger bottom line. The topic relevance is confirmed by the business need for modern data analysis methods. Technological progress and large data volumes that need processing require the machine learning use which can improve the business processes productivity. Machine learning, a subset of artificial intelligence, has emerged as a powerful tool in the field of business analytics. He involves the use of algorithms that allow computers to learn from and make predictions or decisions based on data. Machine learning and analytics help automate processes, reduce costs and improve the quality of every decision made. The article purpose is to seek to establish opportunities, trends and limitations in the machine learning use and artificial intelligence in business analytics context.

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