Generative artificial intelligence as a tool for the strategic transformation of multinational companies

Abstract

The paper investigates the significance of generative artificial intelligence as a critical factor in the strategic transformation of multinational corporations in the contemporary digital economy. It is contended that the rapid dissemination of generative models is altering not only the individual business processes of enterprises, but also the logic of economic value creation, mechanisms for competitive advantage formation, approaches to strategic management, and the development of digital business models in a global environment. It has been established that the incorporation of generative artificial intelligence into the operations of international corporations facilitates the automation of intellectual labor, the acceleration of big data processing, the enhancement of management decision-making, the personalization of products and services, and the development of new digital services, platforms, and ecosystems. The purpose of this paper is to systematize mechanisms for the creation of new sources of value in international business and to identify key directions for the strategic transformation of international companies' business models under the influence of generative artificial intelligence. An analysis of international analytical reports and scientific publications that are specifically focused on the application of artificial intelligence in the business sector serves as the methodological foundation of the survey. The information foundation is comprised of analytical reports from McKinsey, Deloitte, PwC, Accenture, the OECD, and the World Economic Forum, which were published between 2021 and 2025 by international organizations and consulting firms. The paper provides a concise overview of the primary applications of generative artificial intelligence in international business, such as marketing, customer service, business analytics, knowledge management, and new product development. It is evident that generative artificial intelligence is progressively evolving from a tool for automating individual operations to a strategic resource that influences the development of platform-based business models, digital ecosystems, and intelligent services. It has been proven that its implementation alters the interaction between companies, digital platforms, and consumers, strengthens the significance of data as a strategic asset, and transforms global value chains. Simultaneously, critical risks associated with the implementation of generative artificial intelligence have been identified. These risks include the standardization of management decisions, the likelihood of model inaccuracies, the increased technological dependence on large platforms and providers of algorithmic solutions, as well as the increased requirements for data quality, digital infrastructure, and cybersecurity systems. It is inferred that generative artificial intelligence is establishing a new paradigm for the advancement of international business, in which digital technologies, data, and innovative business models serve as the bedrock of companies' long-term competitiveness. The results' practical significance is derived from their potential application in future research on the digital transformation of international business and the development of strategies for effectively managing technological risks in the context of the proliferation of generative artificial intelligence.