Analiza uporabe ChatGPT-a u kontrolingu i poslovnom planiranju

master's thesis

• Title (english): Analysis of the use of ChatGPT in controlling and business planning
• Author: Božica Rukavina
• Mentor: Mirjana Pejić Bach (mentor)
• Committee member: Mirjana Pejić Bach (predsjednik povjerenstva)
• Committee member: Davor Labaš (član povjerenstva)
• Committee member: Andrija Sabol (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Managerial Economics); Zagreb
• Defense date and country: 2023-09-12, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Na spomen umjetne inteligencije vrlo je bitno osvijestiti ljude da ona ne podrazumijeva samo robote već i razne sustave, algoritme, modele i alate u virtualnom obliku. Jedan od takvih oblika umjetne inteligencije je generativna umjetna inteligencija, a jedan od njezinih najpoznatijih modela je upravo ChatGPT. ChatGPT je najpopularniji chatbot današnjice na koji je ovaj rad orijentiran. Radi njegovih mogućnosti da automatizira poslovne procese, ubrza neke jednostavne zadatke te analizira veliku količinu podataka, ovaj rad obrađuje njegovu potencijalnu ulogu u kontrolingu i poslovnom planiranju u kojem može biti od velike koristi. Naravno, kao i svaki model, ChatGPT ima svoje prednosti i nedostatke koji će također biti uključeni u ovaj diplomski rad. Također, budući da je ChatGPT još relativno nov alat, bitno je ispitati stavove ljudi o ovom modelu, njegovim mogućnostima i primjeni kako bi dobili uvid u to u kojem pravcu se kreće njegov razvitak te kakva budućnost čeka poslovanje sa razvojem ovih novih alata.

Abstract (english)

When it comes to artificial intelligence, it is crucial to raise awareness among people that it encompasses not only robots but also various virtual systems, algorithms, models, and tools. One form of artificial intelligence is generative artificial intelligence and one of its most prominent models is ChatGPT. ChatGPT is the most popular chatbot today which is the focus of this paper. Due to its capabilities to automate business processes, expedite certain simple tasks and analyze large volumes of data, this paper explores its potential role in controlling and business planning, where it can be of great benefit. Of course, like any model, ChatGPT has its strengths and weaknesses, which will also be included in this thesis. Furthermore, since ChatGPT is still a relatively new tool, it is important to examine people's attitudes towards this model, its capabilities and its applications in order to gain insights into the direction of its development and the future that awaits businesses with the advancement of these new tools.

• Keywords: generativna umjetna inteligencija; chatbot; ChatGPT; kontroling; poslovno planiranje; analiza; budućnost
• Keywords (english): generative artificial intelligence; chatbot; ChatGPT; controlling; business planning; analysis; future
• Language: croatian
• URN:NBN: urn:nbn:hr:148:620887
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2023-09-17 13:16:22