PRIMJENA VJEŠTAČKE INTELIGENCIJE U POSLOVANJU
APPLICATION OF ARTIFICIAL INTELLIGENCE IN BUSINESS

Author(s): Branko Krsmanović, Zvjezdana Krstić
Subject(s): Business Economy / Management, Policy, planning, forecast and speculation, ICT Information and Communications Technologies
Published by: Finrar d.o.o Banja Luka
Keywords: Artificial Intelligence; Business; Automation; Personalization; Predictive Analytics;
Summary/Abstract: In the contemporary business environment, artificial intelligence is becoming an indispensable technological force that shapes the way business activities are conducted. Through the analysis of relevant sources, the paper explores how artificial intelligence enhances operational efficiency and productivity, its contribution to improving optimization and automation of business processes, as well as methods for enhancing business personalization, providing the opportunity for individualization of products and services according to the needs of each user. Artificial intelligence facilitates data understanding and enables better business decision-making ’based on predictive analytics, contributing to the creation of new business opportunities. Additionally, the paper discusses challenges arising from the implementation of artificial intelligence in business systems, including ethical issues and data privacy concerns. By analyzing future trends and perspectives on the application of artificial intelligence in the business environment, its significance in modern business is highlighted through the potential to achieve competitive advantages and long-term success for enterprises in the market.

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