OPTIMIZING BUSINESS (B2B) PERFORMANCE IN DIGITAL BUSINESS THROUGH ARTIFICIAL INTELLIGENCE: A CASE STUDY OF NETMONK COMPANY AT OPERATIONS DEPARTMENT

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.