Automatizacija poslovnih procesa pomoću umjetne inteligencije

master's thesis

• Author: Martina Silov
• Mentor: Vesna Bosilj Vukšić (mentor)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2024-09-17, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Economics of Entrepreneurship

Abstract

U ovom radu istražuje se implementacija digitalnih asistenata u bankarskom i telekomunikacijskom sektoru s ciljem automatizacije poslovnih procesa. Digitalni asistenti donose značajne prednosti, kao što su poboljšana edukacija korisnika, izgradnja dugoročnih odnosa, unapređenje poslovnih rezultata i optimizacija poslovnih procesa. Međutim, implementacija ovih tehnologija suočava se s izazovima poput tehničke složenosti, potrebe za promjenom organizacijske kulture i usklađivanja s pravnim i regulatornim zahtjevima. U bankarskom sektoru, digitalni asistenti su se pokazali korisnima za pružanje informacija o financijskim proizvodima i opcijama kao što je "Buy now, pay later," dok su u telekomunikacijskom sektoru korišteni za edukaciju korisnika o tarifama i uslugama putem interaktivnih igara i kvizova. Integracija digitalnih asistenata u bankarskom sustavu bila je otežana zbog nedostatka kontinuirane suradnje i promjena u timovima, dok je u telekomunikacijskom sektoru bila uspješnija zahvaljujući izvrsnoj koordinaciji i podršci internih lidera. Rad također uključuje studije slučaja implementacije digitalnih asistenata u jednoj od vodećih banaka u Hrvatskoj i u telekomunikacijskoj kompaniji, te uspoređuje uspješnost implementacije između ova dva sektora. Rezultati istraživanja ukazuju na važnost pažljivog planiranja, kontinuirane suradnje i otvorenosti prema inovacijama za uspješnu integraciju digitalnih asistenata u poslovne procese.

Abstract (english)

This paper explores the implementation of digital assistants in the banking and telecommunications sectors with the goal of automating business processes. Digital assistants bring significant advantages such as improved customer education, building long-term relationships, enhancing business results, and optimizing business processes. However, the implementation of these technologies faces challenges such as technical complexity, the need for organizational culture change, and compliance with legal and regulatory requirements. In the banking sector, digital assistants have proven useful in providing information about financial products and options such as "Buy now, pay later," while in the telecommunications sector, they have been used to educate users about tariffs and services through interactive games and quizzes. The integration of digital assistants in the banking system was hindered by a lack of continuous cooperation and team changes, whereas in the telecommunications sector, it was more successful due to excellent coordination and support from an "internal champion." The paper also includes case studies of the implementation of digital assistants in one of the leading banks in Croatia and in a telecommunications company, comparing the success of implementation between these two sectors. The research results indicate the importance of careful planning, continuous cooperation, and openness to innovations for the successful integration of digital assistants into business processes.

• Keywords: umjetna inteligencija; digitalni asistenti; automatizacija poslovnih procesa
• Keywords (english): artificial intelligence; digital assistants; business process automation; telecommunications sector; banking sector
• Language: croatian
• URN:NBN: urn:nbn:hr:148:694898
• Study programme: Title: /; 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: Embargoed access; Embargo expiration date: 2025-03-17
• Created on: 2024-09-17 11:43:05