The AI Implementation Gap in Business Processes: Marketing Focus Versus Data Threats

Abstract

Business trends in the digital era show rapid acceleration with Artificial Intelligence as the main driver of organizational transformation. This technology is widely implemented to improve operational efficiency and create a sustainable competitive advantage. This study aims to analyze the application of Artificial Intelligence in business processes based on a review of the academic literature of the last five years. The results of the literature study reveal the dominance of the use of Artificial Intelligence in front-office functions, especially in marketing personalization, which has been proven to be effective in improving company revenue performance. However, an important gap was found in the form of an excessive focus on profit optimization without adequately considering data security risk mitigation. Artificial Intelligence’s reliance on sensitive data creates an urgent need for strong governance and ethical frameworks to prevent privacy breaches and cyber threats. Therefore, Artificial Intelligence implementation needs to be directed towards the principle of Responsible Artificial Intelligence that balances innovation with data asset protection, to ensure business sustainability while maintaining customer trust in the digital era.