Margarita S. Shakhova, Liudmila A. Mikhailova Prospects and Risks of using Artificial Intelligence in Franchise Networks

DOI: 10.38050/2078-3809-2024-17-1-141-150

Abstract

Artificial intelligence technologies penetrate all spheres of the society and change the market. Companies should master them not only in order to succeed but also to survive on the market. Franchising nets strive to master artificial intelligence as soon as possible and spread the technologies all over the net. Nevertheless, the usage of the artificial intelligence technologies has some risks. That determines the relevance of studying the perspectives and the risks of artificial intelligence in franchising nets.  The aim of this article is to study the perspectives of artificial intelligence usage in franchising as well as the risks which faces the net while implementing the new technologies. To achieve the aim the experience of the Russian franchisors mastering the artificial intelligence as well as their results were analyzed. It was determined that many franchising nets already use artificial intelligence while contacting franchisees and consumers but face such risks as cybersecurity and the lack of qualified personnel in the sphere of artificial intelligence.

Keywords: franchising, artificial intelligence, franchiser, franchisee, cybersecurity.

JEL: L14, M21.

For citation: Shakhova, M.S., Mikhailova, L.A. (2025) Prospects and Risks of using Artificial Intelligence in Franchise Networks. Scientific Research of Faculty of Economics. Electronic Journal, vol. 17, no. 1, pp. 141-150. DOI: 10.38050/2078-3809-2025-17-1-141-150.

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