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The Growth of Digital Transformation in European Companies

2026-04-01Documento de conferência Acesso embargado
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dc.contributor.authorSantos, Victor
dc.contributor.authorMalta, Pedro
dc.contributor.institutionNOVA Information Management School (NOVA IMS)
dc.date.accessioned2026-05-15T09:48:02Z
dc.date.available2026-05-15T09:48:02Z
dc.date.embargoedUntil2027-04-01
dc.date.issued2026-04-01
dc.descriptionSantos, 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
dc.description.abstractThe 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.en
dc.description.versionauthorsversion
dc.description.versionpublished
dc.format.extent18
dc.format.extent1141347
dc.identifier.doi10.1007/978-3-032-16284-7_11
dc.identifier.issn2190-3018
dc.identifier.otherPURE: 162572413
dc.identifier.otherPURE UUID: 9099d546-da89-48b9-86f6-865af2a7f1b7
dc.identifier.otherScopus: 105038810784
dc.identifier.urihttp://hdl.handle.net/10362/203121
dc.identifier.urlhttps://www.scopus.com/pages/publications/105038810784
dc.language.isoeng
dc.peerreviewedyes
dc.publisherSpringer
dc.subjectDigital transformation
dc.subjectArtificial intelligence
dc.subjectDecision-making
dc.subjectAnalytics
dc.subjectPredictive algorithms
dc.subjectEurostat
dc.subjectEuropean companies
dc.subjectMarketing
dc.subjectE-commerce
dc.subjectGeneral Decision Sciences
dc.subjectGeneral Computer Science
dc.titleThe Growth of Digital Transformation in European Companiesen
dc.title.subtitleImpact of AI Use to Better Decision Making in Organizational Processesen
dc.typeconference object
degois.publication.firstPage169
degois.publication.lastPage186
degois.publication.titleMarketing and Smart Technologies
degois.publication.titleInternational Conference on Marketing and Technologies 2025
degois.publication.volume1
dspace.entity.typePublication
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