All business buzzwords have disappeared, only – artificial intelligence remains. At least that is the case in the United States, where companies, when discussing key topics, talk about artificial intelligence. This was confirmed today by Andrea Doko Jelušić, Executive Director of the American Chamber of Commerce in Croatia (AmCham), at a conference whose theme today was how Croatian companies can jump on the train of successfully implementing artificial intelligence in their business.
However, Davor Aničić, Director of the Artificial Intelligence Agency VelebitAI, pointed out that almost all companies in Croatia already use artificial intelligence in some form, citing examples of applications – from correcting grammatical errors when writing in a foreign language to speeding up and optimizing production processes and improving marketing and sales results.
The reason for the great interest in AI is, of course, the promise of increased productivity and competitive advantage. However, as has been emphasized several times during the conference, despite the enormous potential that artificial intelligence can bring to business, numerous challenges still stand before company leaders when implementing it into processes. Artificial intelligence, in fact, cannot exist without a key element – data. This was emphasized by Ante Laušić, a manager at the company Business Intelligence, which deals with the integration of advanced analytical systems, including artificial intelligence.
– Companies must manage their data, have quality and good data, and use it through artificial intelligence to improve their business. Also, as with any technology, successful implementation of AI cannot happen without people, so it is our task to work on further educating people so that they can embrace new technologies and utilize artificial intelligence in their companies – said Laušić.
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What and How with Data
The point of the story is, therefore, that only with quality and good data from the history of business can AI provide a good estimate of future business, for example, cash flow, costs, and so on. However, although data is a key prerequisite, it remains the biggest barrier to implementing AI in business. New technologies are difficult to integrate into the existing organization of the company, processes, ways of working, and even the thinking of employees, and for some smaller companies, one of the obstacles is the high cost of that technology.
– It is necessary to know what to do with data, to have infrastructure and expertise. However, that is not enough. AI must be designed as a technology, integrated into existing applications and processes, but done with minimal disruption to existing processes for people already in the company. It is also necessary to define an operational model. Finally, but not less importantly, it is essential to attract and educate people, define new roles in the organization, and prepare people for all the changes that are coming – says Laušić.
Internal ‘Champions’ of AI
According to Laušić’s experience working with clients, in whatever company they go to, one of the topics is always AI. He notes that in many cases of implementing AI, it is first necessary to take a step back – define a data strategy, create infrastructure, and ensure data – and only then properly implement AI. Each such project, says Laušić, requires maximum involvement of management and administration, as without that, significant progress cannot be made.
The importance of people and internal teams in implementing artificial intelligence in the company was also heard during the panel discussion on the benefits of AI for companies. Aničić, for example, emphasized the importance of internal ‘champions’, people in the company who will discuss AI with both management and the rest of the collective and who understand and recognize ways of its application.
– We had client requests wanting us to solve all their problems – that is an unrealistic expectation. Understanding what this technology can do is necessary. Do not even enter a project if you see that expectations are not realistic and reduce the risk – Aničić advised the gathered managers and directors.
