IMPROVING AI-BASED MANAGEMENT DECISION-MAKING IN ENTREPRENEURIAL ENTITIES UNDER DIGITAL TRANSFORMATION

This article examines the theoretical and practical issues of improving management decision-making mechanisms based on artificial intelligence in entrepreneurial entities under digital transformation. The study argues that artificial intelligence has evolved from a purely technological tool into a strategic managerial resource capable of enhancing the speed, accuracy, flexibility, and predictive capacity of business decisions. Particular attention is paid to the role of AI in strategic planning, operational optimization, financial analysis, customer-oriented decision-making, and risk management. The paper also identifies the main barriers to effective AI adoption in entrepreneurial entities, including insufficient digital infrastructure, fragmented data systems, limited AI-related competencies, and weak governance mechanisms. Based on the analysis, a set of organizational and economic recommendations is proposed, including the creation of integrated data environments, the introduction of predictive analytics, the development of human-in-the-loop governance, workforce upskilling, and phased AI implementation. The findings show that AI-based decision-making can become a major driver of competitiveness, resilience, and sustainable growth for entrepreneurial entities in the digital economy.