This textbook comprehensively explores machine learning and generative artificial intelligence, explaining their transformative potential across various business applications. Ideal for students of Artificial Intelligence, Business Technology, Digital Business and Digital Transformation, the author's practical approach demonstrates how AI can drive operational efficiency, while a companion website with example datasets, learning materials, and quizzes aids the teaching and learning process.

Generative AI for Business uses machine learning and artificial intelligence tools but does not require a knowledge of coding or maths; students are encouraged to reflect critically on the use of technology, and ethical and legal considerations underpin case study debate.

Split into four distinct parts, the book begins with foundational concepts of generative AI, including its development, philosophical considerations, and practical strategies for effective prompt engineering. Part Two transitions into core machine learning techniques such as topic modelling, logistic regression, and predictive analytics, offering readers a deep dive into the tools and methods that underpin data analysis and decision-making processes. Part three focuses on the direct application of generative AI within business contexts, demonstrating how AI can streamline operations, enhance customer interactions through chatbots, manage extensive information, and automate repetitive tasks. Additionally, it explores the creative aspects of AI in generating and processing image, audio, and video content. The final section contemplates the future business landscape in an AI-driven world, discussing the prospects of artificial general intelligence and the author's predictions for AI's evolution.

Generative AI for Business not only serves as an educational resource but also as a strategic guide to prepare students for the ongoing and future shifts in technology that are reshaping the global business environment.

Dr Alan Shaw is Senior Lecturer at Leeds Beckett University.
Previously, he was the Chair of the Retail Institute Special Interest Research Group. He is now looking to set up a new Centre of Excellence that focuses on Generative AI; this follows the successful completion of an ESRC grant that helped businesses understand how to exploit Generative AI.