Poslovna primjena generativne umjetne inteligencije prirodnog jezika na primjeru ChatGPT-a

master's thesis

• Title (english): Business application of generative artificial intelligence of natural language on the example of ChatGPT
• Author: Domagoj Leko
• Mentor: Mirjana Pejić Bach (mentor)
• Committee member: Jovana Zoroja (član povjerenstva)
• Committee member: Jasmina Pivar (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Informatics); Zagreb
• Defense date and country: 2024-09-23, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Business Informatics

Abstract

Umjetna inteligencija je u posljednjih nekoliko godina predmet velikog broja rasprava, analiza i istraživanja. Primarno zbog svoje disruptivne prirode i pozitivnog utjecaja na čovjekov dosadašnji tijek razvoja i način funkcioniranja, ali i zbog straha, neizvjesnosti te rizika koje donosi.
Umjetna inteligencija u javnom prostoru na značaju dobiva pojavom ChatGPT aplikacije koja se temelji na GPT modelu, velikom jezičnom modelu koji u svega nekoliko dana stječe globalnu popularnost i rekordni broj novih korisnika, odražavajući tako vrhunac tehnološkog razvoja, ali i entuzijazam zbog velikog potencijala i utjecaja na budućnost.
Iako je sama aplikacija namijenjena i korištenju u privatne svrhe, njen ukupni potencijal jasan je tek prilikom analize primjene u poslovanju poduzeća. Poduzeća u svrhu ostvarivanja i zadržavanja konkurentnosti kontinuirano teže optimizaciji poslovanja. ChatGPT i njegova integracija u poslovanje predstavljaju važan korak u digitalnoj transformaciji i stvaranju efikasnijeg poslovnog okruženja.

Abstract (english)

Artificial intelligence has been the subject of a large number of discussions, analyzes and researches in the last few years. Primarily because of its disruptive nature and positive impact on man's current course of development and way of functioning, but also because of the fear, uncertainty and risks it brings.
Artificial intelligence in the public space is gaining importance with the appearance of the ChatGPT application, which is based on the GPT model, a large language model that in just a few days is gaining global popularity and a record number of new users, thus reflecting the pinnacle of technological development, but also enthusiasm due to its great potential and impact on future.
Although the application itself is also intended for use for private purposes, its overall potential is only clear when analyzing its application in the company's operations. In order to achieve and maintain competitiveness, companies continuously strive to optimize their operations. ChatGPT and its integration into business represent an important step in digital transformation and the creation of a more efficient business environment.

• Keywords: umjetna inteligencija; veliki jezični modeli; poslovni procesi; ChatGPT
• Keywords (english): artificial intelligence; large language models; business processes; ChatGPT
• Language: croatian
• URN:NBN: urn:nbn:hr:148:516536
• Study programme: Title: Business 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: Open access
• Created on: 2024-09-30 18:47:36