ADVANTAGES AND THREATS OF GLOBALIZATION AND THE USE OF ARTIFICIAL INTELLIGENCE IN MODERN MANAGEMENT

Abstract

This article examines the impact of globalization and artificial intelligence technologies on the development of modern business management in the context of the economy’s digital transformation. It argues that the digitalization of business, the development of information and communication technologies, the proliferation of big data, cloud services, intelligent analytics, and generative artificial intelligence are significantly changing approaches to enterprise management, facilitating the automation of business processes, improving the effectiveness of managerial decisionmaking, and strengthening the competitiveness of economic entities. It has been determined that globalization processes create new opportunities for the integration of enterprises into the global economic space, the development of international cooperation, and the expansion of access to innovative technologies and digital platforms, but at the same time give rise to new risks related to cybersecurity, information security, ethical aspects of artificial intelligence use, algorithmic bias, and growing dependence on digital infrastructure. The aim of this study is to conduct a comprehensive analysis of the benefits and threats posed by globalization processes and the use of artificial intelligence technologies in modern management, as well as to identify the main directions for their effective use to improve the performance of enterprises. The study employed methods of scientific generalization, systematic analysis, comparison, structural-logical analysis, and graphical modeling, which made it possible to comprehensively assess the impact of digital transformation on management functions. The article systematizes the key advantages and potential threats of using artificial intelligence in business operations and summarizes the main areas of its implementation in human resources management, marketing, logistics, finance, and strategic management. The authors have developed their own conclusions regarding the impact of globalization processes and artificial intelligence technologies on the core functions of enterprise management, specifically planning, organization, motivation, control, coordination, leadership, and innovation. It has been established that the effectiveness of artificial intelligence use directly depends on a company’s level of digital maturity, the availability of modern digital infrastructure, the development of staff digital competencies, and the implementation of effective information security management mechanisms. The practical significance of these findings lies in the ability of enterprise managers to use the proposed recommendations when formulating a digital development strategy, implementing artificial intelligence technologies, improving business process management systems, minimizing digital risks, and ensuring the sustainable development of enterprises in the context of globalization.