ENTerprise REsearch InNOVAtion Conference - ENTRENOVA - Dubrovnik, Croatia & Hybrid, 5-7 September, 2024

Plenary lectures

Sanda Martinčić-Ipšić

Faculty of Informatics and Digital Technologies, University of Rijeka

Where are we Heading with Generative Artificial Intelligence? Insights into Technology, Challenges, and Reshaping of the Labor Market

In recent years, groundbreaking advancements in generative artificial intelligence have fundamentally transformed both business operations and the workforce landscape. At the heart of generative AI are large language models, which are trained on vast and diverse data sources, including texts (like web pages, social media updates, and books), source code, images, video clips, speech, and music—collectively known as multimodal data. This expansion in the types of data these models can generate has revealed new possibilities for their ability to process and analyze information across a wide range of formats. For example, they can now provide detailed explanations of complex scenes from movies or generate high-quality videos from simple textual prompts.

This technological breakthrough has enabled significant productivity enhancements across numerous sectors, such as marketing, sales, customer support, product innovation, etc. The resulting increase in efficiency, coupled with cost reductions, has facilitated swift adoption across various industries, including pharmaceuticals, life sciences, healthcare, legal services, financial sectors, and, notably, the technology industry, among others. Studies have consistently shown that generative AI is reshaping the labor market by augmenting or even replacing traditional skills. This ongoing evolution is rapidly changing the skill sets required in the workforce, signalling a continuous acceleration in labor market transformation.

Yet, despite the economic advantages offered by generative AI, its adoption is not without challenges. Issues such as the production of inaccurate content, known as "hallucinations," along with concerns about bias, toxicity, text reliability, copyright infringement, and privacy violations, pose significant security risks. These concerns have the potential to harm a company's reputation severely and could lead to wider implications for society at large.

Dalia Suša Vugec

Department of Information Systems, Faculty of Economics & Business, University of Zagreb

Artificial Intelligence in the Classroom: Enhancing Business Economics Education for the Digital Era

 Artificial intelligence has emerged as a pivotal and widely discussed topic in recent years. Its popularity has been especially raised with the introduction of ChatGPT, which, along with other generative artificial intelligence models, has found its way to various organizations and has been used by a growing number of people. Taking into consideration that nowadays, artificial intelligence systems are used in numerous business activities and industries, and keeping in mind that the digital world is still evolving, incorporating artificial intelligence into educational settings becomes more important. Therefore, we have designed an elective course on AI systems in business tailored for undergraduate and graduate Business Economics university students. Drawing on our experiences, this talk presents a detailed examination of the course's objectives, the strategies employed in its delivery, the challenges encountered during implementation, and the overall enhancement of learning outcomes in the context of business economics.