Artificial Intelligence Enhances Business Intelligence in Retail: A Literature Review Based on Customer Behavior Analysis_Vol. 3 No. 2 (JBM 2026)_Journal of Business and Marketing (ISSN: 3005-5717)

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Artificial Intelligence Enhances Business Intelligence in Retail: A Literature Review Based on Customer Behavior Analysis

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DOI: https://doi.org/10.62517/jbm.202609210

Author(s)

Yuming Liang

Affiliation(s)

Suon Academy, M9N 3X9, Toronto, Canada

Abstract

Through a systematic literature review, this article analyzes how artificial intelligence(AI) improves the business intelligence(BI) system in the retail industry, focusing on customer behavior analysis. The article points out that AI technologies such as machine learning, natural language processing and recommendation systems have upgraded BI from traditional descriptive analysis to predictive and decision-making support tools, thus helping retailers understand and predict consumer behavior more accurately. Finally, the author summarizes the challenges of AI-enabled BI in terms of data quality, privacy ethics, implementation cost and model interpretability, and puts forward the future research direction.

Keywords

Artificial Intelligence; Business Intelligence; Customer Behavior Analysis; Machine Learning; Retail Industry / Retail

References

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