HARNESSING ARTIFICIAL INTELLIGENCE (AI) TO SUSTAINABLY ENHANCE THE BUSINESS CAPABILITIES OF MODERN ENTREPRENEURS

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ABSTRACT

            This article examines the role of Artificial Intelligence (AI) in strengthening the competitiveness of entrepreneurs in the digital era by integrating key theoretical perspectives, including the Resource-Based View (RBV), the Technology Acceptance Model (TAM), the Disruptive Innovation Theory, and the Diffusion of Innovations Theory within the context of real-world business applications.  The findings indicate that AI enhances operational efficiency, reduces costs, supports data-driven decision-making, and accelerates innovation, thereby contributing directly to business competitiveness, particularly for small and medium-sized enterprises (SMEs). However, the adoption of AI is constrained by several challenges, such as high implementation costs, shortages of skilled professionals, poor data quality, difficulties in integrating with legacy systems, and uncertainty about return on investment.

            To address these issues, the article proposes a set of policy and strategic recommendations, including investing in digital infrastructure, upskilling the workforce, fostering cross-sector collaboration, providing financial incentives, and ensuring ethical governance. By outlining these measures, the article aims to offer practical policy directions and actionable strategies that enable modern entrepreneurs to effectively and sustainably integrate AI into their business operations.