ULOGA UMJETNE INTELIGENCIJE U KONTROLINGU

master's thesis

• Title (english): THE ROLE OF ARTIFICIAL INTELLIGENCE IN CONTROLLING
• Author: Petra Jurić
• Mentor: Mirjana Pejić Bach (mentor); MBZ: 213892
• Committee member: Davor Labaš (predsjednik povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Managerial Economics); Zagreb
• Defense date and country: 2022-02-17, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Economics of Entrepreneurship

Abstract

U diplomskom radu „Uloga umjetne inteligenciju kontrolingu“ diskutira se o zastupljenosti i područjima primjene umjetne inteligencije unutar poduzeća, u kontrolingu. Osim obrade središnjih pojmova, rad donosi pregled politika i prikaz strategije umjetne inteligencije u Republici Hrvatskoj i Europskoj uniji, a temeljem istraživanja, ispitani su stavovi stanovništva Republike Hrvatske o utjecaju i važnosti umjetne inteligencije. Umjetna inteligencija sve češća je tema medijskih članaka, a njezin utjecaj i važnost iz dana u dan raste. Unatoč tome, primjena umjetne inteligencije u kontrolingu je u malenom postotku zastupljena. Njena uloga u kontrolingu se dijeli na digitalizaciju operativnih zadataka te automatizaciju analitičkih podataka. Osim analize i obrade podataka, koja kontrolerima pruža bolju preglednost i lakšu dostupnost, umjetna inteligencije uz pomoću digitalnih asistenata pruža podršku kontrolingu. Njezin utjecaj je od velike važnosti i smatra se da će njena primjena u narednim godinama eksponencijalno rasti. Politike i strategije koje Europska unija primjenjuje su od ključne važnosti kako bi do toga došlo. Kroz razne mjere i programe, EU osigurava plan koordinacije umjetne inteligencije. Svakako, građani koji primjenjuju umjetnu inteligenciju, igraju ključnu ulogu i iz tog razloga je važno pripremiti ih na socioekonomske promjene koje se dešavaju sve raširenijom primjenom umjetne inteligencije. Sukladno tome, ispitani su stavovi građana Republike Hrvatske koji su stavljeni u odnos s politikama koje se provode unutar unije. Kako je umjetna inteligencija u kontrolingu još u pionirskoj fazi, važno je s konkretnim programom pristupiti njenom razvoju.

Abstract (english)

The master thesis "The role of artificial intelligence in controlling" will discuss the main areas of application of artificial intelligence within the company, especially in controlling. In addition to processing central concepts, the paper provides an overview of the policies and strategies of the European Union and the Republic of Croatia. Also, the attitudes of the population of the Republic of Croatia on the influence and importance of artificial intelligence were examined. Artificial intelligence is an increasingly common topic, and its influence and importance are growing day by day. Nevertheless, the application of artificial intelligence in controlling it is still poorly represented, but the role is divided into the digitization of operational tasks and automation of analytical data. Besides that, artificial intelligence through digital assistants provides support to controllers. Accordingly, artificial intelligence in controlling provides better visibility and easier accessibility. It is believed that the impact of artificial intelligence in controlling will grow exponentially in the coming years. The policies and strategies implemented by the European Union are crucial to making this happen. Through various measures and programs, the EU provides a coordination plan for artificial intelligence. Certainly, people who are using artificial intelligence play a key role, so it is important to prepare them for the socio-economic changes that are taking place with the increasing use of artificial intelligence. In addition, the opinions of the citizens of the Republic of Croatia were examined and the results are put to the policies implemented within the union. As artificial intelligence in controlling is still in the pioneering phase, it is crucial to approach its development with a concrete program.

• Keywords: umjetna inteligencija; kontroling; Europska unija; Republika Hrvatska
• Keywords (english): artificial intelligence; controlling; European Union; Republic of Croatia
• Language: croatian
• URN:NBN: urn:nbn:hr:148:597224
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2022-02-28 17:21:06