Primjena umjetne inteligencije u elektroničkom poslovanju na primjeru vodećih internetskih trgovina

master's thesis

• Title (english): Application of artificial intelligence in electronic business on the example of leading Internet stores
• Author: Marta Balunović
• Mentor: Mario Spremić (mentor)
• Committee member: Mario Spremić (predsjednik povjerenstva)
• Committee member: Božidar Jaković (član povjerenstva)
• Committee member: Dalia Suša Vugec (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Informatics); Zagreb
• Defense date and country: 2024-09-17, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Business Informatics

Abstract

Ovaj diplomski rad istražuje na koje sve načine vodeće svjetske internetske trgovine primjenjuju različite vrste i alate umjetne inteligencije, kako u sklopu samih internetskih trgovina, tako i u cjelokupnom elektroničkom poslovanju. Elektroničko poslovanje podrazumijeva digitalno obavljanje transakcija i procesa unutar poduzeća. Zbog bliske povezanosti s tehnologijom, elektroničko poslovanje sadrži značajni potencijal primjene umjetne inteligencije u raznim područjima poslovanja. Evolucija elektroničkog poslovanja na hrvatskom tržištu dobila je znatan pomak ulaskom Republike Hrvatske u Europsku Uniju te posljedičnim usvajanjem i praćenjem Digitalne strategije Europske komisije. Umjetna se inteligencija definira kao dio računalne znanosti koji nastoji razviti simulaciju ljudske inteligencije, a zatim i više od toga, računala koja su dizajnirana da se ponašaju i razmišljaju kao ljudi. Potencijal primjene umjetne inteligencije u sklopu elektroničkog poslovanja prepoznale su i velike internacionalne kompanije. Vodeće kompanije u internetskoj trgovini na tržištu: Amazon, eBay, Alibaba, Walmart i Etsy, uložile su u razvoj vlastitih algoritama umjetne inteligencije kako bi ubrzale, pojednostavile te optimizirale poslovne procese i komponente svojih internetskih trgovina. Ulaganjem i primjenom umjetne inteligencije navedene su kompanije povećale zadovoljstvo svojih kupaca što doprinosi krajnjem cilju svakoga poslovanja – povećanju profita, što im osigurava očuvanje pozicije najprofitabilnijih kompanija koje se bave elektroničkom trgovinom. Daljnji je razvoj umjetne inteligencije za potrebe unapređenja internetskih trgovina neizbježan, a primjena umjetne inteligencije daje komparativnu prednost na tržištu omogućujući kompanijama obradu velike količine podataka koje mogu upotrijebiti u svoju korist. Razne vrste podataka glavni su pogon umjetne inteligencije što ih kompanijama čini vrlo vrijednim resursom, zbog čega se postavljaju i neka etička pitanja o načinu njihova prikupljanja, analiziranja i korištenja.

Abstract (english)

This thesis examines the ways in which the world's leading online stores apply different types and tools of artificial intelligence, both within the online stores themselves and in the entire electronic business. Electronic business implies digital execution of transactions and processes within the company. Due to its close connection with technology, electronic business contains significant potential for the application of artificial intelligence in various areas of business. The evolution of electronic business on the Croatian market received a significant shift with the accession of the Republic of Croatia to the European Union and the consequent adoption and monitoring of the Digital Strategy of the European Commission. Artificial intelligence is defined as the branch of computer science that seeks to develop a simulation of human intelligence, and beyond that, computers that are designed to behave and think like humans. The potential of applying artificial intelligence as part of electronic business has also been recognized by large international companies. The leading companies in the online trade market: Amazon, eBay, Alibaba, Walmart and Etsy, have invested in the development of their own artificial intelligence algorithms in order to speed up, simplify and optimize the business processes and components of their online stores. By investing in and applying artificial intelligence, the aforementioned companies increased the satisfaction of their customers, which contributes to the ultimate goal of every business - increasing profits, which ensures that they maintain their position as the most profitable companies engaged in electronic commerce. The further development of artificial intelligence for the purposes of improving online stores is inevitable, and the application of artificial intelligence gives a comparative advantage in the market, enabling companies to process a large amount of data that they can use to their advantage. Various types of data are the main drive of artificial intelligence, which makes them a very valuable resource for companies, which is why some ethical questions are raised about the way they are collected, analyzed and used.

• Keywords: elektroničko poslovanje; internetska trgovina; umjetna inteligencija; strojno učenje duboko učenje
• Keywords (english): electronic business; e-commerce; artificial intelligence; machine learning; deep learning
• Language: croatian
• URN:NBN: urn:nbn:hr:148:531176
• 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: 2024-09-17 19:36:32