TRANSFORMATION OF THE B2B SECTOR USING GENERATIVE ARTIFICIAL INTELLIGENCE: POTENTIAL AND RISKS

Bukhtueva I. A., Rubin I. M., Mozharovskii E. A., Bobunov A. Yu., Yakovishin A. D.

The article explores the role of generative artificial intelligence (GenAI) technologies in the B2B sector, emphasizing their ability to radically transform traditional business processes and stimulate innovation. The study examines how GenAI contributes to enhancing efficiency, security, and user experience, providing companies with new tools for data management and customer relationships. Special attention is given to the impact of GenAI on the automation of operational processes, reducing the time for development and testing in software development, as well as improving decision-making and resource optimization. Practical examples include the use of GenAI in customer relationship management systems to predict needs and automate marketing campaigns, as well as in logistics to optimize inventory levels and delivery accuracy. On the other hand, the authors of the article note the risks associated with the implementation of GenAI, including issues of data security and privacy, ethical dilemmas, and the potential for creating bias in algorithms. The importance of developing comprehensive risk management strategies and active engagement with employees to ensure smooth integration of new technologies into work processes is emphasized. In conclusion, the article underscores that successful integration of GenAI can significantly enhance productivity and strengthen the market positions of companies in the B2B sector but requires careful consideration of all potential consequences to ensure sustainable development and maximize benefits for both companies and society.

Keywords:Generative Artificial Intelligence (GenAI), B2B technologies, Business innovation, Business process automation, Operational efficiency optimization, Data management, Information security, Digital transformation, Risk management, Ethical aspects of AI use.