TRANSFORMACIJA POSLOVANJA POD UTICAJEM VEŠTAČKE INTELIGENCIJE
Sažetak
Apstrakt
Upotreba veštačke inteligencije (AI) u poslovnim poduhvatima, sve je češća. Inovativne ideje i koncepti, uz AI dovode do sve veće efikasnosni u radu. Dokle su njene mogućnosti, a gde je potrebno postaviti granice? Na ovo i druga istraživačka pitanja, odgovore pružaju primeri dobre prakse u poslovanju poput AI u korisničkom servisu. Holandska avio – kompanija KLM Royal Dutch Airlines, uvela je “AI - assisted human agent”. Uvođenjem veštačke inteligencije, KLM postiže povećanje efikasnosti rada za 35%. Praćenje ishoda upotrebe AI, reakcija korisnika i efekata poslovanja, jasno ukazuje na mogućnosti i adekvatne granice u kojima je moguće odlučivanje prepustiti mašinama, a koji segment rada ostaje na odgovornost ljudskim resursima. Istraživački rezultati Forbes Advisor (2023) upućuju da je najčešća upotreba AI u Korisničkom servisu, Cyber bezbednosti, kod Digitalnih personalnih asistenata, Upravljanja odnosnima s korisnicima (CRM) itd. Efekti upotrebe AI očekuju se u povećanju produktivnosti, unapređenju odnosa s korisnicima, povećanju prodaje itd.
Ključne reči
Reference
Literatura
Buha, V., Bjegović, M., Primena veštačke inteligencije u bankarskom sektoru i bezbednosna zaštita poslovnih informacija, Beograd, Bezbednost (2023). LXV, 1/23, pp. 87-106.
Devedžić, V., Is This Artificial Intelligence?, FACTA UNIVERSITATIS Series: Electronics and Energetics Vol. 33, No 4, December 2020, pp. 499-52, https://doi.org/10.2298/FUEE2004499D
Artificial Intelligence Defined: Useful list of popular definitions from business and science, (2017). https://digitalwellbeing.org/artificial-intelligence-defined-useful-list-of-popular-definitions-from-business-and-science/
Russell, Stuart, J., Norvig, P. Artificial Intelligence: A Modern Approach (3rded.). Upper Saddle River, New Jersy, Prentice Hall, (2010). pp. 1-33.
Kostić, A. Kognitivna psihologija, Beograd, Zavod za udžbenike i nastavna sredstva, Edit print, (2006). pp. 31-41
Introduction to Machine Learning for Building Design and Construction, (2017). https://www.autodesk.com/autodesk-university/class/Introduction-Machine-Learning-Building-Design-and-Construction-2017#video
10 trends of Artificial Intelligence (AI) in 2019, (2019). https://becominghuman.ai/10-trends-of-artificial-intelligence-ai-in-2019-65d8a373b6e6
How Businesses Are Using Artificial Intelligence In 2024, (2023)., How Businesses Are Using Artificial Intelligence In 2023 – Forbes Advisor
Trust, transparency, and governance in AI, https://www.ibm.com/think/ai-academy/ai-governance
Artificial Intelligence (AI), (2005-2024).https://www.enisa.europa.eu/topics/iot-and-smart-infrastructures/artificial_intelligence
Putting AI to work for customer service, https://www.ibm.com/think/ai-academy/customer-service
Foote, K. D. (2023), A Brief History of Large Language Models, https://www.dataversity.net/a-brief-history-of-large-language-models/
Annual Report 2022, New perspectives, KLM Royal Dutch Airlines, (2023). https://www.klmannualreport.com/wp-content/uploads/2023/04/KLM-Annual-Report-2022.pdf
Lečić, R., Osnove marketing menadžmentma, Teorija i praksa, Beograd, Visoka škola za projektni menadžment, (2009). pp. 5-60.
Habibi, M.R. et al., Brand community -The roles of brand community and community engagement in building brand trust on social media, Computers in Human Behavior, (2014). vol. 37, pp.152-161
Radenković, B., Despotović-Zarkić, M., Bogdanović, Z., Barać, D., Labus, A., Elektronsko poslovanje, Beograd, Fakultet organizacionih nauka, (2015). pp.185-209
Sterne, J. Social media metrics: How to measure and optimize your marketing investment, Hoboken, NJ, USA: John Wiley & Sons, (2010).
KLM’s next step using artificial intelligence on social media, (2017). https://news.klm.com/klms-next-step-using-artificial-intelligence-on-social-media/
Povratni linkovi
- Trenutno nema povratnih linkova