Abstract:
The study, forms of technology, and use of artificial intelligence have developed
rapidly in recent years and artificial intelligence has been used in various fields,
especially in relation to business performance. Artificial intelligence refers to the
capabilities and tools that enable machines to perform business functions. This
study discusses the application of artificial intelligence in digital business on
business performance from real practice at Netmonk, a business unit under Telkom
Indonesia with digital products. Netmonk has targets for annual business
performance and this study aims to determine the intensity of use of artificial
intelligence technology and its impact on business performance indicators in each
Netmonk division so that Netmonk businesses or other businesses can implement
artificial intelligence in accordance with internal conditions. The research method
used in this thesis is qualitative research, especially the case study through semi-
structured interviews method to collect data and data saturation method to limit the
possibility of obtaining the same data repeatedly. Each theme found also went
through triangulation validation to test the truth of this study. Through interviews,
this study obtained five participants as sources of information to support the truth
and transparency of the data obtained. The result of this study, artificial intelligence
can optimize business performance at Netmonk’s operations department. Some AI
technology can improve in terms of time efficient, cost efficient, and quality of
work at each operations department who use artificial intelligence. Meanwhile,
artificial intelligence also can increase revenue. Each area that can be improved
through the application of artificial intelligence demonstrates that each of these
influences is interrelated, allowing for the realization of optimal business
performance indicators.
