HOW ARTIFICIAL INTELLIGENCE RESHAPES ENTREPRENEURIAL DECISION-MAKING AND INNOVATION PROCESSES

Аннотация

This paper examines the transformative role of artificial intelligence (AI) in reshaping entrepreneurial decision-making and innovation processes. Drawing on interdisciplinary literature in entrepreneurship, technology management, and organizational behavior, this study employs a qualitative meta-analysis and conceptual synthesis to elucidate the mechanisms through which AI alters cognitive heuristics, risk perception, and opportunity recognition among entrepreneurs. The findings indicate that AI-driven data analytics, predictive modeling, and generative algorithms substantially modify how entrepreneurs gather information, interpret uncertainty, and formulate strategic innovations. The paper argues that AI introduces a paradigm shift from intuition-based to data-augmented decision-making, while simultaneously enhancing creative ideation through machine-assisted exploration. However, these benefits are accompanied by new dependencies on algorithmic reasoning and ethical dilemmas concerning autonomy and accountability. The study concludes with a conceptual model illustrating AI’s dual impact on entrepreneurial cognition and proposes directions for future empirical validation.