Artificial Intelligence in Business

This book covers results of the 19th Scientific Annual International Conference for Business SICB: Artificial Intelligence in Business. This second volume of proceedings from the 19th SICB International Conference presents 32 cutting-edge research papers examining the transformative impact of artificial intelligence across multiple business domains. As organizations worldwide navigate the complexities of AI implementation, this collection offers essential insights for researchers, practitioners, and policymakers seeking to harness AI's potential while addressing its challenges. The volume is organized into five thematic sections that reflect the diverse applications of AI in contemporary business: AI in Marketing and Consumer Behavior examines how immersive technologies like AR/VR reshape customer engagement strategies and explores the ethical dimensions of AI-powered personalization in emerging markets. AI in Finance, Banking, and Accounting investigates the transformation of financial services, with particular emphasis on regional applications in Middle Eastern banking systems and the evolving role of accounting professionals in an increasingly automated landscape. AI in Technology, Digital Transformation, and Security addresses the technical foundations of AI implementation, from network intrusion detection systems to property valuation modeling, with careful attention to infrastructure requirements for successful digital transformation. AI in the Pharmaceutical Industry and Healthcare documents the revolution in drug discovery, pharmaceutical modeling, and patient care. It reveals how machine learning and predictive analytics accelerate innovation while raising important questions about data privacy and ethical implementation. AI in Ethics, Regulation, and Social Implications explores the critical balance between technological innovation and responsible governance, offering frameworks for legal protection, ethical assessment, and human-centric AI design. This volume distinguishes itself by its methodological diversity and geographic inclusivity. It features significant contributions from researchers across Europe, Asia, the Middle East, and beyond. This global perspective provides a more nuanced understanding of how cultural, economic, and regulatory factors influence AI adoption and effectiveness in diverse business environments.