Leveraging Artificial Intelligence and Digital Systems for Enhanced Human Resource, Financial, and Marketing Performance

Abstract

In light of the above-mentioned heightened levels of VUCA – i.e., volatility, uncertainty, complexity, and ambiguity – the most important factor of success in any enterprise is the effectiveness of its cross-functionality. Contemporary enterprises have to deal with certain challenges and be sure that all the departments of their enterprises function in harmony. The aim of the research is to study the revolution brought about by technologies such as Artificial Intelligence (AI) with regard to the following measures of success of organizations: HR management, financial management, and marketing strategy. For some period, the mentioned processes were performed independently from each other. However, today, they become interconnected due to the application of enterprise data solutions, machine learning and predictive analytics. By means of the holistic approach, this paper will explore the use of AI in the mentioned spheres. As for HR management, NLP and predictive analytics have revolutionized the process of recruitment and employee retention. The automated algorithmic trading, deep learning algorithms, and risk assessment models from Financial Management can be utilized by these companies to deal with risks in the finance department, predict market volatility, and make proper investments in a volatile environment. On the contrary, hyper-personalization engines based on the use of AI technology mentioned in the Marketing Strategy process a huge amount of information regarding customers and provide a personalized experience to them, leading to high CLV and brand loyalty. Thus, in conclusion, the paper describes the architecture of an integrated model, which demonstrates how the cross-pollination of information in HRM, Finance, and Marketing departments forms feedback cycles, resulting in the multiplicative effect on company performance.