Original scientific paper
https://doi.org/10.46672/zsl.9.10.1
Application of artificial intelligence in crisis management
Petar Mišević
; Sveučilište Sjever, Hrvatska
Iva Knezović
Abstract
The paper explores the role of artificial intelligence (AI) in crisis management in today’s dynamic business environment. Given the rapid development of technology, organizations are increasingly using AI to improve their crisis management strategies. The paper assumes the theoretical foundations of crisis management, including definitions of crisis situations, crisis management and crisis communication. Furthermore, it analyses the role of AI in prevention, rapid response and crisis management, highlighting key dimensions such as data collection and analysis and process automation. Special emphasis is placed on the application of AI in concrete scenarios such as natural disasters, business crises and pandemics. Empirical research on the application of AI in business organizations in Croatia indicates insufficient awareness and implementation of AI in crisis management, opening up
space for further research. The general conclusion of the paper is that although AI reduces human errors and brings greater precision in data analysis, there is a reluctance in fully relying on AI during crisis management, emphasizing the importance of human intelligence and real experience.
Keywords
artificial intelligence, crisis management, crisis communication, crisis management
Hrčak ID:
327121
URI
Publication date:
31.12.2024.
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