Artificial intelligence is a quickly growing subject getting more attention in the business world (AI). The usage of artificial intelligence has already spread to many areas of daily life and industry. The use of AI in business may push the industry to rely on more efficient, affordable, and precise marketing strategies. A company owner may boost audience response and create a significant competitive edge over other online businesses by using this AI in business strategy. Along with advertising, it can restructure a company using innovative ideas. Also, it offers answers for complex issues, contributing to excellent company growth. Business intelligence (BI) seems no longer feasible for monitoring any day-to-day physical stores of enterprises due to the increasing amount of data given today and the overflow of its volume caused by the vast quantity of data developing to the scale of big data. To present a suitable decision-making methodology quickly enough to be classified as real-time, a technique that we used to call BI, evaluating the enormous volumes of data that include the data is becoming challenging. The study had considered 204 people from different occupational sectors to know the factors that determines the Role of Artificial Intelligence in Business Intelligence and Decision making. It is found through the study that Efficiency and Automation, Decision-making, Problem solving and Growth and productivity are different factors that determines the role of Artificial Intelligence in Business Intelligence and Decision making.