AI in consumer-facing business: How business leaders can leverage data for competitive advantage

Purwar, Parul (2025) AI in consumer-facing business: How business leaders can leverage data for competitive advantage. World Journal of Advanced Research and Reviews, 26 (2). pp. 312-323. ISSN 2581-9615

This article examines how artificial intelligence transforms decision-making processes in consumer-facing businesses, creating sustainable competitive advantages. The evolution of data from a record-keeping necessity to a strategic asset has fundamentally altered how organizations conceptualize competition. Advanced AI capabilities enable sophisticated customer segmentation, real-time sentiment analysis, and predictive demand forecasting that surpass traditional market research methods. Personalization at scale represents a paradigm shift in customer experience, though it requires balancing automation with authentic connections while addressing privacy concerns. In pricing and inventory management, AI-powered systems optimize decisions with unprecedented precision, while also enhancing supply chain visibility and resilience. Operational excellence through AI implementation demands enterprise-wide transformation of core business processes, performance metrics, and resource allocation models. Strategic implementation requires aligning AI initiatives with corporate objectives, building robust data governance frameworks, establishing ethical guidelines, and developing effective human-AI collaboration models. Organizations that successfully integrate these capabilities create defensible market positions through continuous learning and proprietary data accumulation.