DOI: https://doi.org/10.36719/2789-6919/45/136-139
Eljan Namazov
Azerbaijan State Economic University
Master student
https://orcid.org/0009-0009-7908-0413
elcannmzv1@gmail.com
The Role of Generative AI in Strategic Business Management: Challenges and Opportunities
Abstract
This paper explores the evolving role of Generative Artificial Intelligence (GenAI) in strategic business management, emphasizing both its transformative opportunities and inherent challenges. GenAI has rapidly become a driving force in reshaping how companies innovate, make decisions, and engage with customers. Through its ability to generate content, analyze vast data sets, and personalize user experiences, GenAI supports business agility, enhances efficiency, and opens new paths for growth. However, its implementation also raises serious concerns around ethics, data integrity, intellectual property, and organizational adaptation. Drawing from recent industry reports and expert analyses, this study examines how businesses are currently applying GenAI, the key benefits they are experiencing, and the potential risks they must navigate. Furthermore, the paper highlights the importance of robust governance strategies—including transparent AI policies, human-AI collaboration, and workforce upskilling—as essential elements for sustainable integration. Ultimately, the findings suggest that companies willing to balance innovation with responsibility will be best positioned to thrive in a digitally driven competitive landscape.
Keywords: generative artificial intelligence, strategic business management, artificial intelligence ethics, governance, innovation, risk management, digital transformation