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Publicação
The Growth of Digital Transformation in European Companies
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Resumo(s)
The accelerated digital transformation of European companies reveals a heterogeneous landscape in the adoption of Artificial Intelligence (AI). While many organizations primarily employ AI for analytical purposes such as data mining, forecasting, or customer insights, a growing number of countries are integrating AI not only into analytics but also into decision-making processes. This dual application marks a critical shift, as firms leverage predictive algorithms and real-time systems to support marketing strategies, e-commerce growth, and broader business management. Drawing on Eurostat datasets, this paper maps the adoption of AI across EU member states, distinguishing between analytical and decision-making uses. By combining state-of-the-art literature with a predictive analysis of adoption patterns, we demonstrate how countries that embed AI in decision-making achieve greater alignment between data-driven intelligence and organizational strategy. Our findings highlight emerging leaders in AI-enabled decision processes in Europe and propose a research agenda on how AI can enhance competitiveness, innovation, and value creation in marketing, e-commerce, and business ecosystems.
Descrição
Santos, V., & Malta, P. (2026). The Growth of Digital Transformation in European Companies: Impact of AI Use to Better Decision Making in Organizational Processes. In J. L. Reis, E. Bigne, Z. Bogdanović, & J. P. M. D. Santos (Eds.), Marketing and Smart Technologies: Proceedings of ICMarkTech 2025, Volume 1 (Vol. 1, pp. 169-186). (Smart Innovation, Systems and Technologies; No. 473). Springer. https://doi.org/10.1007/978-3-032-16284-7_11
Palavras-chave
Digital transformation Artificial intelligence Decision-making Analytics Predictive algorithms Eurostat European companies Marketing E-commerce General Decision Sciences General Computer Science
Contexto Educativo
Citação
Editora
Springer