Originally Published in: Qureshi, A., & Stevens, J. (2013). Gulf Shores Company. South Asian Journal of Business and Management Cases, 2(1), 115-123. DOI: 10.1177/2277977913480653.

Business intelligence (BI) has been successful in eliminating the traditional decision support systems at Gulf Shores Company (GSC) to improve efficiency and effectiveness in service delivery and eliminate human errors. Such improved organizations are better prepared to respond quickly to threats and opportunities. Artificial intelligence (AI) supports an organization's BI process by simplifying them and making them more cost-effective so that, under certain conditions, automated decisions and alerts can be used. Introducing AI into GSC processes would also give them the capability of making decisions in real time. GSC could implement the BI/AI combination in complex settings to address a wide range of risks specific to their industry.

Description based on online resource; title from home page (viewed on April 22, 2016).

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