From Business Intelligence to Artificial Intelligence

The doctoral thesis is a clear example of an electronic transformation process with new technologies, particularly during the project and has been implemented to migration management from business intelligence processes into automation guided by artificial information. A really complex task, as any change in a company's usual processes normally leads to an internal rejection among workers and challenges have been met without strong project management support. All companies today are undergoing a constant fight against change throughout their processes, customers and even his business lines. Companies that are unable to adapt with changes have been sentenced, including their potential disappearance. A good capacity for adaptation to change is certainly a guarantee of survival in our today's world.

That project was born at a concrete Spanish company, COMPANY-002, known commercially as COMPANY-002. A small niche travel agency, that certainly faced its future with courage through technological innovation. At the time that project was born, his company had been living with a sweet moment at which only analytical processes needed to be put into place by using business intelligence techniques and basically generating analytics reports for decision-making. The pandemic had been a great challenge and clear accelerator for the project, but it was necessary to adapt our business with an emerging situation of high instability in all respects. Currently, the company is guided by automatic artificial intelligence processes that in particular allow to optimize its sales process and improve their detection with an appropriate treatment of those customers who are most likely for purchase. We can say that COMPANY-002 He has been understanding that good adaptation to change is the key of survival today.

These new analytical processes of artificial intelligence have been deployed, in the production environment and about a different management system called SYSTEM-TH-001. That system, mixes functionality from a traditional ERP and CRM that allow complete management of customers throughout their whole life cycle at the company's

Using the intelligence generated by analytics and their disposal to best decision-making. Today, the company is more powerful and efficient with a high capacity for resilience. These are some of his values that have been leading us in applying artificial intelligence to suit them as they come from their own jobs Now customers and workers can enjoy a more friendly package of services, after all better humans with their time saving through automation have been dedicated to other jobs that are best added.

According to the report: Using artificial intelligence and big data in Spanish companies ORG-TH-002, ORG-TH-003, ORG-TH-004, ORG-TH-005 ) 2023 artificial intelligence has been undergoing a significant increase in companies up to 11,8 %, 3,5 more percentage points than the previous year, and so have companies using big data grown up to reach 13,9 % with an increase of 2,8 points with respect to the previous financial year. Madrid, Valencia and Aragon are the communities where more companies use IA with percentages of 16,8 %, 14 % and 12,7 %, respectively. Madrid is also the leading community with its big data list ( 17 % ), with a 16,1 % both.

Artificial intelligence (IA) is a strategic axis of the agenda PROGRAM-TH-001 with its high potential to transform the economy and society. The IA allows better predictions, faster operations and more customized services. The adoption of IA by Spanish companies has been advanced in recent years. Nevertheless, there is still room for the implementation and development of this technology. The big data is another of the tools that companies adopt as key to digitalizing their Spanish economy. To 2030, ORGANIZATION-004 have set the goal that 75 % European companies have adopted cloud computing, macro-data and artificial intelligence services. The strategy PROGRAM-TH-001 sets the goal that 2025 and 25 % Spanish companies use artificial intelligence and big data. The use of big data and artificial intelligence in Spanish companies continues to increase year by day, with an approach as set at PROGRAM-TH-001. Compared with other Member States ORGANIZATION-004 and using data from 2021 At Community level, Spain was at an average stage of adoption by companies last year. It was thus equal to the mean of ORGANIZATION-004 but far under the leading countries in this indicator. Spain with a 8 % and was still far from Denmark ( 24 % ), Portugal ( 17 % ) and Finland ( 16 % ). For the big data, comparison with European datas of year 2021 shows that Spain's five points under the mean of ORGANIZATION-004 with a 9 % from companies using big data analysis. The distance from countries with more accentuates

implementation of this technology, Malta ( 31 % ), The Netherlands ( 27 % ) or Denmark ( 27 % ). Given these data, it's easy to observe what we have been talking about earlier. In this project the difficulties did not lie only with applying new technologies but also as a means of managing change To mention that since acceptance from the project's management, it has had to overcome several challenges inherent in using this new technology and come with a lack of technical knowledge about them by end users. The aim of the project was to build analytic models that would help predict client performance, based on historic data stored from his company and throughout this thesis we will see some them as well how far they have been put into production. The results achieved with time have been the best way to show that technologies are useful also in a pme, both for management and workers.

We will conduct this document with COMPANY-002 A journey through a process of digital transformation by using data. Our starting point will be a relational database of the company's operations and an array with operational information about business, which certainly allowed them to light up how success was achieved by artificial intelligence automation. Our first stop will be machine learning techniques, through which we have generated our best model of propensity for purchase and that'll allow us to better understand the relations between different variables in your dataset. We will later highlight deep-learning technologies about unstructured texts, client messages that allow us to create a new model with an amazing functionality and transformation capacity. The next stop will be the creation of a model for Natural Language Processing, that'll serve to further refine our modeling from propensity and buy as well with how best we can put forward future developments. Finally we will show how advanced machine training technologies, such as Support Vector Machines can help us with classification problems and especially create a model to detect the genres of an author. It can be clearly noted that this analytic journey with COMPANY-002 Although they have been rough by the mistimings of phases, it has certainly become a pleasant experience.

Free technologies have been used only in the project, as shown by a high degree of digital sovereignty and his or her earlier role with CIO. That sovereignty had been achieved independently of private technology providers. Also, for a pyme and more important the use of free software have allowed them to reduce their costs as they are associated with this project by making it interesting about anything but its size. That's the success of this project, and that was put forward by his

set up an enterprise project to market both the methodology and artificial intelligence technologies used for solving this or other business problems.

Last but not least, this doctoral thesis has been useful to the complainant with his technical empowerment in applying and becoming an expert of their latest artificial intelligence techniques. Since the project's start his professional career has been undergoing another process of transformation Moreno- Izquierdo ( 2024 ), thus showing that these technologies are to change not only the activity of organisations but also their own people who make them up as soon and if they have been ready for a shift.

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