Etički aspekt korištenja umjetne inteligencije u poslovanju

graduate thesis

• Title (english): The ethical aspect of using artificial intelligence in business
• Author: Matea Hotko
• Mentor: Dalia Suša Vugec (mentor)
• Committee member: Mirjana Pejić Bach (predsjednik povjerenstva)
• Committee member: Jovana Zoroja (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Informatics); Zagreb
• Defense date and country: 2024-10-25, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Business Informatics

Abstract

Ovaj rad fokusiran je na umjetnu inteligenciju (UI) i njenu primjenu u poslovanju. Danas je UI sveprisutna, koristi se svaki dan kako privatno tako i poslovno, a da toga možda nismo ni svjesni. S obzirom na to da je već neko vrijeme prisutna u ljudskoj svakodnevnici, sve više i više ljudi se upoznava sa UI i kako ju mogu koristiti da si olakšaju posao, i to na način da putem programa ili alata obrađuju velike količine podataka odjednom, automatiziraju određene zadatke ili poslove u cijelosti, ili jednostavno da si olakšaju neke trivijalne zadatke poput prijevoda, sažimanja i/ili preoblikovanja teksta, pomoć kod kodiranja ili sastavljanje formula za Excel. No, postavlja se pitanje u kojem trenutku se počinje previše oslanjati na umjetnu inteligenciju? Nije tajna da se već sada „zlouporabi“ za mnogo stvari, počevši od škole i zadaća, pa sve do posla i zadataka, a što se tiče posla konkretno tu se javlja dodatni problem zaštite privatnosti i podataka. Alati poput ChatGPT-a, koliko god korisni, funkcioniraju na način da uče od korisnika i sve informacije koje mu oni daju on sprema u svoju bazu podataka zauvijek. Zato se, između ostalog, postavlja pitanje moralnog aspekta korištenja UI. Postavlja se i pitanje ostalih načina zlouporabe UI danas, ali primarni fokus biti će način na koji se koristi i način na koji bi se trebala koristiti u poslovanju.

Abstract (english)

This thesis will focus on artificial intelligence (AI) and its application in business. Today UI is all around us, we use it every day both privately and in business without, perhaps, even realizing it. Considering that it has been present in our everyday life for some time now, more and more people are becoming familiar with AI and how they can use it to make their work easier, by means of programs or tools that process large amounts of data at once, automate certain tasks, or simply to make some trivial tasks easier such as translation, summarizing and/or reformatting text, help with coding or creating formulas for Excel. But the question is, at what point do we start to rely too much on artificial intelligence? It's no secret that it is already "abused" for many things, starting from school and homework, all the way to work and tasks, and when it comes to work specifically, there is an additional problem of privacy and data protection. Tools like ChatGPT, as useful as they are, work by learning from the user and all the information they give it is stored in its database forever. That is why, among other things, the question of the moral aspect of using UI is raised. In this thesis, other ways UI is abused today will be mentioned, but the primary focus will be on how it is used and how it should be used in business.

• Keywords: umjetna inteligencija; strojno učenje; privatnost; odgovornost; etika
• Keywords (english): artificial intelligence; responsibility; machine learning; privacy; ethics
• Language: croatian
• URN:NBN: urn:nbn:hr:148:586455
• Study programme: Title: /; Study programme type: professional; Study level: graduate; Academic / professional title: magistar ekonomije/magistra ekonomije (magistar ekonomije/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-10-29 09:30:04