Umjetna inteligencija kao potpora upravljanju u kriznim situacijama

master's thesis

• Author: Marta Galić
• Mentor: Mirjana Pejić Bach (mentor)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2022-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Business Informatics

Abstract

Dinamično okruženje i poslovna okolina s kojima se danas poduzeća susreću rezultat su i
brzorastućeg trenda primjene umjetne inteligencije u poslovanju. Upravo radi takve
nepredvidive okoline, poduzeća su više i češće izložena opasnostima kriza. Zadnjih dvadeset
godina, posebice nakon globalne ekonomske krize, pojačava se značaj primjene softverskih
alata u svakodnevnim procesima. Kako bi i dalje ostali konkurentni na tržištu, poduzeća se sve
više okreću korištenju umjetne inteligencije kao jednog od glavnih alata za unapređenje
efikasnosti i efektivnosti poslovnih procesa, odgovora na krizu, ali i ranog prepoznavanja
potencijalne krize koja može dugoročno ugroziti njihovo poslovanje. Rapidno razvijanje
umjetne inteligencije dovodi u pitanje sve posljedice koje se odražavaju na ekonomiju, društvo,
sigurnost i etičnost. Uz sve nedostatke i opasnosti koje, ipak, umjetna inteligencija može
donijeti, i dalje je prisutan veći broj prednosti korištenja. Glavna prednost umjetne inteligencije
je mogućnost samostalnog praćenja okoline, analiziranje bitnih čimbenika poslovanja,
samoučenje, opservacija i tumačenje velike količine nestrukturiranih podataka koje su bitne za
poslovanje, pravovremenu reakciju i na kraju donošenje odluke, a čovjek ih sam ne bi mogao
obraditi. Na taj se način uz potporu poslovne inteligencije poslovne krize na vrijeme mogu
uočiti, spriječiti, a ukoliko je već došlo do krize, učinkovitije ublažiti i usporiti.

Abstract (english)

The dynamic environment and business surroundings that companies face today are also the result of the rapidly growing trend of applying artificial intelligence in business. Precisely because of such an unpredictable environment, companies are more often exposed to the dangers of crises. In the last twenty years, especially after the global economic crisis, the importance of the usage of software tools in everyday processes is increasing. In order to remain competitive on the market, companies are increasingly turning to the use of artificial intelligence as one of the main tools for improving the efficiency and effectiveness of business processes, crisis response, and early recognition of potential crisis that may threaten their business in the long term. The rapid development of artificial intelligence calls into question all the consequences that reflect on the economy, society, security and ethics. Despite all the disadvantages that artificial intelligence may bring, there are still a prevailing number of advantages. The main advantage of artificial intelligence is the possibility of independent environment monitoring, important business factors analysis, self-learning, observation and interpretation of a large amount of unstructured data that is essential for business, timely reaction and finally making a decision, an amount of tasks a human could not process alone. In this way, with the support of business intelligence, business crises can be detected in time, prevented, and if a crisis has already occurred, mitigated and slowed down more effectively.

• Keywords: umjetna inteligencija; krizni menadžment; krizne situacije; upravljanje
• Keywords (english): artificial intelligence; crisis management; crises; management
• Language: croatian
• URN:NBN: urn:nbn:hr:148:314672
• 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: 2022-10-06 09:58:36