Keywords:
business intelligence
artificial intelligence
organizational performance
user performance
user satisfaction
usage

  • Abstract

    In today’s business intelligence landscape, the integration of artificial intelligence (AI) has become a transformative catalyst, providing real-time insights and decision-making capabilities that were previously unattainable. This advanced technology has transformed the manner in which businesses analyze data, extract insights, and make informed decisions. Through the application of business intelligence, organizations can uncover latent patterns, pinpoint opportunities for growth and improvement, optimize operational processes, and ultimately make evidence-based decisions that boost their success. Artificial intelligence is reshaping the field of business intelligence by driving advancements in areas such as automated data analysis, which enables swift and accurate extraction of insights; demand forecasting, which supports proactive strategic planning; and dynamic pricing, which facilitates real-time adjustments based on market conditions. Additionally, AI improves anomaly detection by accurately identifying irregularities and supports personalized customer experiences to enhance engagement. However, ethical issues such as data usage and algorithmic bias remain significant challenges. These advancements help businesses optimize processes, make agile decisions, and enhance customer satisfaction. This article presents a qualitative study conducted in Morocco's manufacturing sector employing semistructured interviews with managers who are using AI-powered BI tools in their operations. The majority of respondents highlighted that their satisfaction depends on the technical quality of the system, service quality, reliability of information, and adherence to ethical standards. The participants emphasized the importance of these factors in increasing the usage frequency of AI-powered BI tools. Additionally, the respondents indicated that their performance is influenced by their satisfaction and increased utilization of these tools, which in turn significantly enhances their productivity and organizational performance.

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Mantouzi, S., Youssef, S., Mouatassim, A. E., Ourahou, Y., Jafi, H., Zouhouredine, I., & Hamliri, M. (2025). Leveraging AI for business intelligence: A pathway to improved organizational performance in Morocco’s manufacturing sector. Multidisciplinary Science Journal, 7(9), 2025412. https://doi.org/10.31893/multiscience.2025412
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