FROM INTUITIVE MANAGEMENT TO DATA-DRIVEN CULTURE: AUTOMATION, ARTIFICIAL INTELLIGENCE, AND BUSINESS DECISION-MAKING

The increasing incorporation of data, automation, and artificial intelligence into organizational processes has reconfigured the way decisions are formulated, legitimized, and executed in the field of business. This movement, however, does not imply the replacement of intuition or the overcoming of the cognitive limits inherent to managerial decision-making, but the reorganization of the conditions under which human judgment operates in informationally dense environments. In this context, this article analyzes the transition from intuitive management to a data-driven culture, examining the impacts of analytical marketing, automation, and artificial intelligence on organizational decision-making. Methodologically, a qualitative approach is adopted, of a theoretical and analytical-interpretative nature, based on a critical bibliographic review and thematic analysis, articulated in three interdependent axes: the managerial decision under limited rationality; the emergence of a data-driven culture in marketing and management; and the role of automation and artificial intelligence as decision support in business. The analysis shows that data, metrics and algorithms act as sociotechnical mediators of the decision-making process, expanding the informational capacity without eliminating the centrality of interpretation, critical judgment and managerial responsibility. As a contribution, the study shifts the debate from instrumental approaches to an analytical perspective of the Human Sciences applied to Management, offering theoretical subsidies to understand the limits and possibilities of organizational decision in contexts mediated by analytical technologies.