The aim of the article is to show theoretically those areas within the elements constituting the business model in which AI can be used to improve the processes of creating value for customers and for the companies themselves. The article indicates the possibilities of using AI both in creating a business model and in improving. The article includes proposed answers to the following questions: How can AI help identify factors influencing the level of revenue achieved by an organization? How can AI help identify factors that create customer value? To what extent can AI help control the factors affecting the value chain? How can AI help identify which resources/competencies of an organization constitute the source of competitive advantage? How can AI help shape the relationship between the organization and the groups of owners that determine the basic strategic goals of the organization? The considerations indicate that artificial intelligence can be utilized in all areas that constitute a business model. Thanks to the capabilities provided by artificial intelligence, the decision-making process has acquired a tool that facilitates a significant reduction in the time required to make decisions through the rapid generation of analyses and reports, as well as the forecasting of trends. By automating time-consuming and repetitive tasks, the skills and competencies of employees can be directed towards strategic initiatives.