Impact of Artificial Intelligence on Organizational Decision making

Research methods and project

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................3
1.1 Background.......................................................................................................................3
1.2 Aim...................................................................................................................................3
1.3 Research Objectives.........................................................................................................3
1.4 Research Questions..........................................................................................................3
1.5 Approach and Methodology.............................................................................................4
1.6 Chapter Preview...............................................................................................................4
CHAPTER 2: LITERATURE REVIEW.........................................................................................5
2.1 Artificial Intelligence in context to organization..............................................................5
2.2 Benefits of Artificial Intelligence to Unilever..................................................................5
2.3 Impact of the Artificial Intelligence on Decision making of Unilever.............................6
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................8
3.1 Research philosophy.........................................................................................................8
3.2 Research Approach...........................................................................................................8
3.3 Research choice................................................................................................................8
3.4 Research Strategy.............................................................................................................8
3.5 Data collection..................................................................................................................9
3.6 Sampling...........................................................................................................................9
3.7 Time horizon....................................................................................................................9
CHAPTER 4: ANALYSIS AND FINDINGS...............................................................................11
CHAPTER 5: A CRITICAL APPRAISAL, RECOMMENDATIONS & SUGGESTIONS FOR
FURTHER WORK........................................................................................................................22
5.1 Critical appraisal.............................................................................................................22
5.2 Recommendations..........................................................................................................22
5.3 Suggestion for the further work......................................................................................23
CHAPTER 6: CONCLUSION......................................................................................................24
REFERENCES..............................................................................................................................25
APPENDIX....................................................................................................................................26

TITLE: Impact of Artificial Intelligence on Organizational Decision making.
CHAPTER 1: INTRODUCTION
1.1 Background
Artificial Intelligence is defined as simulation of the human intelligence in the machines
which programmed to be think like the humans and also mimic the actions. This is useful for the
firm to look at the Artificial Intelligence by lens of the business related capabilities than the other
technologies. This kind of technology can be support the necessary business requirements such
as gaining the insights by data analysis, automating the business process and also engaging with
staff members and consumers (Abubakar And et. al., 2019). Artificial Intelligence technology
can be used to solve issues across board. This can help business to enhance sales, improve the
customer experience, detect fraud and also provide the predictive analysis. Mainly the retail
business can be map the consumer behaviour with the help of using Artificial Intelligence.
Unilever is multinational consumer products company and its headquarter in London.
This organisation was founded in year 1929 and specialise in producing the different products for
an instance energy drinks, food, candy, tea, ice cream and others. Unilever is one of the largest
producer of the soap and oldest multinational firm. Unilever is using the artificial intelligence to
influence the marketing, from processing the insights to searching the influencers. This
technology is helpful in detect influencers with the followers and pairing Unilever with right
ones on the basis of demographics (Duan, Edwards and Dwivedi, 2019).
1.2 Aim
“To analyse impact of Artificial Intelligence on Organizational Decision making.” A
study on Unilever.
1.3 Research Objectives
 To understand about Artificial Intelligence in context to organization.
 To examine benefits of Artificial Intelligence to Unilever.
 To determine impact of the Artificial Intelligence on Decision making of Unilever.
1.4 Research Questions
 What is Artificial Intelligence in context to organization?
 What are the benefits of Artificial Intelligence to Unilever?
 How Artificial Intelligence impact on Decision making of Unilever?

1.5 Approach and Methodology
In conducting the present investigation, there will be quantitative research method used as
this is more effective in providing the facts and figures. Through this method, detailed
information and the positive outcomes can be gained (Canhoto and Clear, 2020). Other than this,
deductive research approach will be used because it is based on the quantitative method and
examine the opinions and viewpoints of the authors effectively.
1.6 Chapter Preview
This chapter will be dealing with providing the detailed information regarding the
artificial intelligence in the business. As it is more effective as well as beneficial to provide the
different benefits in an organisation. There will be examined the different methods used in
conducting the present investigation.

CHAPTER 2: LITERATURE REVIEW
Literature review explained as survey of the scholarly sources on particular subject area.
This mainly provides the overview regarding current knowledge, allowing and investigator to
determine the relevant methods and also gap in existing investigation. A better literature review
not only summarise the sources but this examined and also evaluate critically to provide clear
picture of state of the knowledge on subject (Davenport and Kalakota, 2019). For collection of
information in literature review, there has been secondary sources consists such as articles,
journals, books, internet sources, scholars and others.
2.1 Artificial Intelligence in context to organization
According to opinion of Daniel Dern (2020) Human intelligence is related to the
knowledge or fast thinking. The artificial intelligence is ability of the machines to understand
world around them and also make the effective decisions as similar to human brain. Everyday,
machines are getting more smarter. In business, artificial intelligence is becoming the most
common competitive tool. For the better chatbots for consumer service to the data analytics fr
making the better recommendations. This is mainly demonstrated through the applications and
computers. It has two main branches consisting general Artificial Intelligence and the narrow
Artificial Intelligence. On the other hand, Artificial Intelligence is widely used in the business
applications consisting data analytics, natural language processing and automation, these three
different areas of Artificial Intelligence are mainly streaming the business operations and make
improvement in efficiencies. Other than this, supply chain management is mainly poised to make
the main AI-based advances in future. The process intelligence technology will give the firms
with the comprehensive and accurate insights in order to monitor as well as improve the business
operations. The data transparency and also security is main area where the Artificial intelligence
is mainly expected to make the differences. As the consumers became aware about how much
the data firms are gathering, demand for the more transparency in what the data is gathered and
secured also.
2.2 Benefits of Artificial Intelligence to Unilever
SEB JOSEPH (2020) stated that Unilever organisation is using the artificial intelligence
to influence the marketing from the processing insights to searching the influencers. With the
many processes to be coordinate as well as manage, artificial intelligence technology is

becoming quickly necessary for companies of scale. It mainly applies to research and
development and mote support infrastructure required for business with around 170000 staff
members. Unilever organisation developed the machine learning algorithms capable to snipping
armpit. This company takes tremendous amount of the resources and time. As multinational
brand that operating the the 190 countries, the applicants are belong from all around world.
Searching right person is necessary ingredient for the success, Unilever company can not be
afford to be overlook the talent because this is mainly buried at bottom of CV pile. Other than
this, there are benefits of artificial intelligence to Unilever business mention below:
Improving the personalised shopping experience- Providing consumers with the
personalised marketing enhance engagement as this assist in generate the loyalty of consumers
and improve sales. This is the main reason to company to put the efforts. The main benefit of
using Artificial Intelligence in business is that this is able to determine the patterns in browsing
habits (Duan, Edwards and Dwivedi, 2019).
Data mining- Main benefit of using the cloud based Artificial intelligence is that it is able
to search the necessary and accurate findings at the time of processing of the big data. It can give
business with undiscovered insights which can assists in provide the benefits at marketplace.
Automating customer interactions- Many of the customer interactions like online chat,
telephone calls and the social media conversations which needs human involvement. Artificial
intelligence is enabling the firms to be automate all the communications. Through examining the
collected data from past communications, this is possible to be program computers to accurately
respondents and also deal with enquiries. This is combined with the machine learning, more
Artificial intelligence platforms interact, better they become.
2.3 Impact of the Artificial Intelligence on Decision making of Unilever
According to Gloria Phillips-Wren and Lakhmi Jain (2020) Artificial Intelligence consist
automation of the physical and cognitive tasks. This assists the people to perform tasks better and
faster. The artificial intelligence is helpful in automation of the decision making without the
human intervention. This can increase automatic thus minimizing the tedious task and intensive
human labour. This technology enable the Unilever to develop more personalised consumer
experiences that the cost is less than the traditional high dollar campaigns,each interaction a
consumer or prospect has with goods are use for the future optimization. This helps in bridging
gap among data scientists and the climate. On the other hand, in this present time, consumer