Enhancing business model through AI-powered digital transformation

master's thesis

• Title (croatian): Poboljšanje poslovnog modela kroz primjenu umjetne inteligencije u digitalnoj transformaciji
• Author: Karlo Krpan
• Mentor: Domagoj Hruška (mentor)
• Committee member: Lana Cindrić (član povjerenstva)
• Committee member: Božidar Jaković (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2024-07-05, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

This thesis explores the role of artificial intelligence (AI) in the digital transformation of business models. Through a survey conducted among 101 respondents, the analysis provides insight into the current application of AI, its benefits and challenges in business. Research shows that AI is significantly improving customer experience personalization, predictive analytics, marketing automation and supply chain optimization. Despite the recognized advantages, the identification of key obstacles such as high costs, lack of professional staff and security risks highlights the need for additional investments in education and security measures. The paper concludes that, despite the challenges, AI represents a strategic tool that can drive fundamental changes in business and provide a competitive advantage.

Abstract (croatian)

Ovaj diplomski rad istražuje ulogu umjetne inteligencije (AI) u digitalnoj transformaciji poslovnih modela. Kroz anketu provedenu među 101 ispitanikom, analiza pruža uvid u trenutnu primjenu AI, njezine prednosti i izazove u poslovanju. Istraživanje pokazuje da AI značajno poboljšava personalizaciju korisničkog iskustva, prediktivnu analitiku, automatizaciju marketinga i optimizaciju lanca opskrbe. Unatoč prepoznatim prednostima, identifikacija ključnih prepreka kao što su visoki troškovi, nedostatak stručnog kadra i sigurnosni rizici, naglašava potrebu za dodatnim ulaganjima u edukaciju i sigurnosne mjere. Rad zaključuje da, unatoč izazovima, AI predstavlja strateški alat koji može potaknuti fundamentalne promjene u poslovanju i pružiti konkurentsku prednost.

• Keywords: artificial intelligence (AI); digital transformation; business models; personalization of user experience
• Keywords (croatian): umjetna inteligencija (AI); digitalna transformacija; poslovni modeli; personalizacija korisničkog iskustva
• Language: english
• URN:NBN: urn:nbn:hr:148:246932
• Study programme: Title: Master Degree in Business; specializations in: Managerial Informatics, Management, Marketing, Trade and International Business, Leadership; Course: Management; Study programme type: university; Study level: graduate; Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2024-07-05 13:20:21