UMJETNA INTELIGENCIJA: TRANSFORMACIJA POSLOVANJA U DIGITALNO DOBA
ARTIFICIAL INTELLIGENCE: BUSINESS TRANSFORMATION IN THE DIGITAL AGE

Summary/Abstract: Artificial intelligence is a field of computer science that deals with the creation of systems and programs that have the ability to perform tasks that normally require human intelligence. This field encompasses techniques, algorithms, and methodologies for computer learning, decision-making, and problem-solving in a human-like manner. By enabling the automation of customer support through chatbots, virtual assistants and automated systems respond to queries, providing customers with faster and more efficient resolution of problems and questions, resulting in a better customer experience. Digital transformation, fueled by technology, brings changes in the organization on two levels. The first level includes the use of digital technology to improve existing processes, while the second level explores digital innovation. Digital transformation requires a change in organizational culture in order to encourage innovation, openness to new technologies and ways of working. A key part of digital transformation is improving user experience through personalization of services, faster responses to user queries, more intuitive interfaces and providing value through digital communication channels. Transformation requires a holistic approach to change in technology, culture, processes and human resources so that organizations can adapt to the dynamic business environment and take advantage of digital technology.

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