The global adoption of artificial intelligence (AI) continues to expand, with 94% of business leaders recognizing its importance and 56% implementing it in customer service. However, in Latin America—and particularly in Peru—its adoption remains incipient. The objective of this research was to analyze the role of artificial intelligence in decision-making aimed at profitability in Peruvian companies within the financial sector during 2023. The applied method was basic, with a descriptive level, qualitative approach, and non-experimental design. The population consisted of 64 companies in the financial sector, from which a purposive sample of 9 was selected. A semi-structured interview was used as the data collection technique. The results indicate that artificial intelligence plays a fundamental role in data optimization and analysis, process automation, and trend identification, whi...