Artificial Intelligence and Business Operations: Research Proposal

This dissertation proposal examines the influence of artificial intelligence (AI) on business operations, specifically within the context of Bentley Motors. The proposal outlines the research objectives, including formulating basic knowledge of AI in organizations, scrutinizing its impact, and identifying challenges in implementation. The literature review covers AI's role in automation, security, and marketing, alongside challenges such as data acquisition, integration, and legal issues. The research methodology section details the use of secondary research, a cross-sectional time horizon, and considerations for data validity and ethical issues. The proposal also discusses the potential benefits of AI, such as improved efficiency and personalized customer experiences, while acknowledging limitations. References to relevant academic sources are provided.

Preparation of Dissertation

Table of Contents
Topic: Artificial Intelligence and Business Operations...................................................................1
Introduction......................................................................................................................................1
Rationale of study........................................................................................................................2
Literature Review.............................................................................................................................2
Formulate basic knowledge related with concept of artificial intelligence in the organisation...2
Scrutinise the influence of artificial intelligence on business operations....................................2
Different challenges that might be faced by Bentley Motors while implementing artificial
intelligence technology within their business operations. ..........................................................3
Research Methodology....................................................................................................................4
Accessibility to data.....................................................................................................................4
Time and resources......................................................................................................................4
Validity of data............................................................................................................................4
Ethical issues................................................................................................................................4
Research Limitation.....................................................................................................................5
Potential usage and benefits of findings..........................................................................................5
References........................................................................................................................................6

Topic: Artificial Intelligence and Business Operations
Introduction
The simulation of human intelligence within the machines which are programmed for
thinking similar to humans as well as mimic their actions is defined as artificial intelligence.
Basically, this is concerned with formulation of smart machines that are capable to perform
activities that need human intelligence (Akerkar, 2019). Bentley Motors deals within the
automotive industry and was founded on January 19th, 1919 with their headquarters in England,
UK. The organisation have opted for making use of artificial intelligence within their business
operations in order to attain leverage from their features.
Aim
“To explore the influence of artificial intelligence on business operations of
organisation”. A study on Bentley Motors.
Objectives
 To formulate basic knowledge related with concept of artificial intelligence in the
organisation
 To scrutinise the influence of artificial intelligence on business operations
 To acknowledge different challenges that might be faced by Bentley Motors while
implementing artificial intelligence technology within their business operations.
Research Questions
 Formulate basic knowledge related with concept of artificial intelligence in the
organisation
 Scrutinise the influence of artificial intelligence on business operations
 What are the different challenges that might be faced by Bentley Motors while
implementing artificial intelligence technology within their business operations.
Rationale of study
Information technology is evolving quickly and leads to creation of affirmative impact on
the ways in which services are being delivered by them (Di Vaio and et. al, 2020). The purpose
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of opting for this topic is to have knowledge related with impact that is being created by artificial
intelligence on the functioning of Bentley Motors and the ways in which it is transforming
automotive industry.
Literature Review
Formulate basic knowledge related with concept of artificial intelligence in the organisation
According to Soni and et. al (2020), the computer systems that can conduct tasks that
require human intelligence is defined as artificial intelligence. This is liable for enabling systems
as well as machines to mimic learning, perceptions and problem solving along with decision
making capabilities of human mind. AI aids organisation within identification of opportunities.
For an instance, artificial intelligence tools can digest troves of data that might render insight into
desirable functionalities, desirable price points, additional products needed to be furnished for
augmenting experience (Soni, N. and et. al, 2020). Through the usage of artificial intelligence,
organisation can render customers with personalised experience such as 3D printing will enable
organisation or Bentley Motors to shift more closer to their consumers with an intent to deliver
their consumers with unique services. For having enhanced communication within the working
premises of the organisation, they can opt for making use of chatbots or even AI based customer
service assistants. The concept of AI makes it probable for machineries to acquire knowledge
from experience by adjusting to new inputs that have been attained as well as do human-like
activities. For an example self-driving cars are dependent on natural language processing and
deep learning.
Scrutinise the influence of artificial intelligence on business operations
As per Kelley (2020), AI is a broad term that is utilised for describing ways in which
computer software copy human behaviour with an intent to solve problems in faster as well as
better way. The impact of artificial intelligence on distinct operations carried out by firm can be
understood by the following aspects: Automating recruitment: Repetitive activities like sending emails for creation or
prospects invoices. Machine learning is subset of artificial intelligence where algorithms
are utilised for carrying out analysis of data, identification patterns and prediction of
results (Kelley, 2020). Moreover, chatbots can also be used for carrying out interview by
Bentley Motors.
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 Improvised security: Most of the cybersecurity breaches that takes place are because of
the human errors. Thus, AI will make the organisation networks as well as computers
safer, filter spam, malware along with phishing emails before any human access them
(The impact of AI in business. 2019). Moreover, machine learning will analyse behaviour
of consumers by recognising them so that reaction to cyberattacks can be prevented
within the real time scenarios.
 Personalised marketing: Through the usage of AI, Bentley Motors can have quickly in
effectual manner in comparison to humans that will further enable sales reps to close
deals. Here, CRM can be used that will auto-correct and self-update the operations
through utilisation of AI.
Different challenges that might be faced by Bentley Motors while implementing artificial
intelligence technology within their business operations.
According to Hatani (2020), artificial intelligence provides wide range of benefits for
automotive industry but there are certain aspects that organisation needs to consideration while
its implementation. The different challenges that can be faced by Bentley Motors while
execution of artificial intelligence within their operations are illustrated beneath: Data storage and acquisition: AI systems of business are dependent on sensor data like
input and for this ample of data is gathered by noisy datasets will lead to obstruction as
they cannot be analysed appropriately (Hatani, 2020). It is important for Bentley Motors
that quality of data is being maintained so that algorithm can perform in better manner. Integration of AI: It is necessary for Bentley Motors to ensure that there current
programs or algorithms are compatible with artificial intelligence requirements. It
becomes essential that while implementation of AI the current output of the organisation
is not hampered.
 Legal issues: In case if artificial intelligence is gathering sensitive information, this
might lead Bentley Motors to violate federal or state laws even if this is harmless. If
information gathered is perceived via public like violation of data privacy then the
improvisations for firm may not be worth with reference to public relations.
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Research Methodology
Accessibility to data
This denotes the methods that are used via investigator for having information related
with the research topic. This comprises of primary as well as secondary research. With reference
to this study, researcher have opted for making use of secondary research that is systematic
investigation where investigator is entirely dependent on existent data and this utilised for
organising, collating as well as analysis of data samples (Säfsten and Gustavsson, 2020). Here,
journal articles, books ,internet and libraries are used for attaining data.
Time and resources
The time horizon comprises of longitudinal as well as cross sectional time horizons that
will be used via researcher on the basis of requirements of the dissertation. Cross sectional
scrutiny is confined for certain frame of time but on the other hand longitudinal study will assist
in depicting iterative manner. With reference to this study, cross-sectional time horizon is used
for accomplishment of the project within peculiar frame of time. In this case, Gantt Chart will be
utilised by researcher for having rigorous information that will provide details related with
initiation as well as closure of the study.
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Validity of data
This is significant aspect that is related with research methodology and will aid within
assessing validity along with reliability of data. For ensuring validity of data,secondary data is
being utilised which is authenticated by the authors who have worked on this. This will act like
precise test instrument for ensuring validity of the information associated with study.
Ethical issues
This aspect comprises of issues are challenges that might be faced by researcher when
investigation is carried out with reference to the study that is impact of artificial intelligence on
the operations of business (Shahar and et. al, 2019). In this, case researcher is liable for taking
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into ethical liabilities associated with collection of information through legal resources, aspects
such as discrimination and many more will lead to pessimistic impact and this needs to be
eradicated completely.
Research Limitation
The primary restraint is time as different activities have to be done within the peculiar
duration and here investigator have to analyse the huge data set by making use of secondary
research. Furthermore, the other major restriction is formulation of aims along with objectives
and with reference to that appropriate methodology has to be considered for having precise
results. These are major aspects that researcher have to be considered while working on the
dissertation.
Potential usage and benefits of findings
It is identified that artificial intelligence refers to intelligence that is being demonstrated
via machines. By making use of AI within automotive industry the repetitive tasks can be
handled easily by the utilisation of artificial intelligence. In addition to this, machines can think
faster in comparison to humans as well as conduct multi-tasking for attainment of amplified
outcomes. In addition to this, the major aspect that can be attained via usage of AI is that errors
can be reduced thereby enhancing accuracy with higher degree for precision. Through the usage
of AI-powered solutions, business can easily respond to grievances and queries of consumers in
effective manner (Toniolo and et. al, 2020). The utilisation of chatbots along with NLP will lead
them within generation of personalised messages for their customers through which best
solutions can be attained. In addition to this, there are certain aspects that needs to considered is
that machines can conduct only those tasks that are being programmed or designed for doing any
peculiar activity. But in case out of the box or anything else come then system will crash or any
irrelevant outcome will act like a major backdrop. It is important that organisation takes into
consideration their existent software and ensure that AI solutions they are opting for are
compatible with each other.
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References
Books & Journals
Akerkar, R., 2019. Artificial intelligence for business. Springer.
Di Vaio, A. and et. al, 2020. Artificial intelligence and business models in the sustainable
development goals perspective: A systematic literature review. Journal of Business
Research, 121, pp.283-314.
Hatani, F., 2020. Artificial Intelligence in Japan: Policy, Prospects, and Obstacles in the
Automotive Industry. In Transforming Japanese Business (pp. 211-226). Springer,
Singapore.
Kelley, J.N., 2020. IMPACT OF ARTIFICIAL INTELLIGENCE, MACHINE LEARNING,
AND AUTOMATION IN OPERATIONS MANAGEMENT: AN ANALYSIS OF
HEALTHCARE, MANUFACTURING, AND RETAIL SECTORS.
Säfsten, K. and Gustavsson, M., 2020. Research methodology: For engineers and other problem-
solvers.
Shahar, S.M. and et. al, 2019, September. Research Methodology Trending in Evolutionary
Computing. In International Conference on Computational Collective Intelligence (pp.
474-485). Springer, Cham.
Soni, N. and et. al, 2020. Artificial Intelligence in Business: From Research and Innovation to
Market Deployment. Procedia Computer Science, 167, pp.2200-2210.
Toniolo, K. and et. al, 2020. Sustainable business models and artificial intelligence:
Opportunities and challenges. In Knowledge, People, and Digital Transformation(pp.
103-117). Springer, Cham.
Online
The impact of AI in business. 2019. [Online]. Available through: <https://medium.com/swlh/the-
impact-of-ai-in-business-a14d8e98b7b9>.
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