Analiza uloge umjetne inteligencije u maloprodaji - trenutno stanje i budući trendovi

master's thesis

• Title (english): Analysis of the role of artificial intelligence in retail - current state and future trends
• Author: Ivan Andrija Galić
• Mentor: Tomislav Baković (mentor)
• Committee member: Ines Dužević (predsjednik povjerenstva)
• Committee member: Dora Naletina (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; Trade and Tourism

Abstract

Ovaj rad analizira ulogu umjetne inteligencije u maloprodaji s fokusom na trenutno stanje i buduće trendove. Počevši od definicije UI i njezinih područja primjene, istražuje se tehnološki razvoj u maloprodajnom poslovanju, uključujući digitalnu prodaju, proširenu stvarnost, chatbotove i druge nove tehnologije. Nadalje, analiziraju se prednosti i nedostaci internetske prodaje te uloga društvenih medija u prodajnom procesu. Poseban naglasak stavljen je na primjenu UI u maloprodaji, istražujući njezin utjecaj na razvoj maloprodaje, donošenje odluka o kupovini te kupovno iskustvo potrošača. Kroz analizu poslovnog slučaja, posebno se istražuje primjena UI u najvećim svjetskim maloprodavačima poput Amazona. Iako se uočavaju značajni pozitivni učinci primjene UI, istraživanje ističe i ograničenja te potrebu za daljnjim istraživanjima kako bi se bolje razumjeli njezini učinci u maloprodaji. Zaključno, ističe se važnost kontinuiranog praćenja razvoja tehnologije i prilagodbe poslovnih strategija kako bi tvrtke ostale konkurentne na tržištu te osigurale zadovoljstvo svojih kupaca.

Abstract (english)

This paper examines the role of artificial intelligence in retail, focusing on current status and future trends. Starting with the definition of AI and its areas of application, it explores technological advancements in retail, including digital sales, augmented reality, chatbots, and other emerging technologies. Furthermore, it analyzes the advantages and disadvantages of online sales and the role of social media in the sales process. Special emphasis is placed on the application of AI in retail, investigating its impact on retail development, purchase decision-making, and consumer buying experience. Through a case study analysis, the paper specifically explores the implementation of AI in major global retailers such as Amazon. While significant positive effects of AI application are observed, the research also highlights limitations and the need for further studies to better understand its effects in retail. In conclusion, the importance of continuous monitoring of technological developments and adaptation of business strategies to remain competitive in the market and ensure customer satisfaction is emphasized.

• Keywords: umjetna inteligencija (UI); maloprodaja; tehnološki razvoj; Amazon.com
• Keywords (english): artificial intelligence (AI); retail; technological development; Amazon.com
• Language: croatian
• URN:NBN: urn:nbn:hr:148:529030
• Study programme: Title: Economics; Study programme type: university; Study level: integrated undergraduate and 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 17:56:46