IMPLEMENTATION OF ARTIFICIAL INTELLIGENCE AND MACHINE LEARNING INTO BUSINESS PROCESSES OF ENTERPRISES AS A FACTOR OF INCREASING THE EFFICIENCY OF CUSTOMER SERVICE

Abstract

Currently, the business process of customer service is the most important component of the activities of any enterprise. Customer service is necessary at various stages of interaction between the client and the company. In modern conditions, web content provided by enterprises is important for customer service. This work explores how artificial intelligence combined with machine learning can be used to optimize web content and provide personalized recommendations to users. Along with web content, web application development is important for users. The introduction of artificial intelligence and machine learning into enterprise business processes related to the optimization of web content and the development of web applications can significantly improve the quality of customer service, which will have a favorable impact on the financial performance of companies. The article discusses trends in the introduction of artificial intelligence and machine learning into business processes and business logic, as well as methods and technologies that companies can use to optimize web content in order to improve the quality of product delivery and their further service. The work provides examples of how domestic technology leaders such as Sber and Yandex are actively introducing artificial intelligence and machine learning into their business processes, thereby increasing customer loyalty and demonstrating to other participants in various markets how the above technologies provide companies with a competitive advantage, financial stability, innovative development