Ekonomske ideje i praksa number: 55 startpage: 1 endpage: 12 http://creativecommons.org/licenses/by-nc-nd/4.0/legalcode 2025 https://phaidrabg.bg.ac.rs/o:36227 doi:10.54318/eip.2024.sv.382 ISSN: 2217-6217 info:eu-repo/semantics/article Ključne reči: maloprodaja, veštačka inteligencija, potrošači Key words: retailing, artificial intelligence, consumers Apstrakt. Veštačka inteligencija pronalazi svoju primenu u velikom broju oblasti, pa tako maloprodaja nije izuzetak. Specifičnosti ove tehnologije i njene primene donose brojna pitanja i otvorenu zabrinutost usled masovnosti primene. Značaj tehnologije u maloprodajnom poslovanju sve više dolazi do izražaja u savremenim turbulentim uslovima kada su nove tržišne krize neizvesne. Prednosti koje tehnologija može doneti moraju se staviti u kontekst mogućnosti primene tehnologije. Potrošači u savremenim uslovima zahtevaju inoviran pistup, interaktivnost na višem nivou, kao i personalizaciju, koju AI podiže na viši nivo, ali podrazumeva i praćenje potrošača u svim tačkama dodira i raspolaganje sa velikom količinom podataka o svakom pojedinačnom potrošaču. To dovodi do apsurdnosti, sa jedne strane zahtev ka ličnom, personalizovanom odnosu, a sa druge strane potrošač koji je svesan korišćenja podataka i potencijalnih zloupotreba njegovih ličnih podataka. Maloprodajno okruženje se menja, a promene koje AI donosi menjaju način na koji se komunicira sa potrošačima, predviđa tražnja, kako se upravlja lancem snabdevanja, zalihama, kako izgleda sam prodajni objekat, što donosi novu dimenziju konkurentnosti. Cilj ovog rada je da se ukaže na važnost tehnologije, njenu perspektivu u primeni, ali i rizike i zabrinutosti koje ona donosi usled masovne upotrebe, kao i neizvesnosti koje iz toga proizilaze. Svrha rada je da d ֑ ֑ȃ širi uvid u potencijale primene AI u maloprodajnom poslovanju, sa naglaskom na rizike koje mogu biti zamka u savremenim uslovima u kojima se sve manje koriste prinicipi „marketinga sa dozvolom“. Tehnologija AI generalno može značajno da poboljša i optimizuje pojedine funkcije u maloprodaji. Abstract. Artificial intelligence finds its application in a large number of areas, and retailing is no exception. The specifics of this technology and its application raise numerous questions and unresolved concerns due to the extent of this application. The importance of technology in retail business is becoming more and more evident in today’s turbulent conditions when new market crises are uncertain. The benefits that technology can bring must be placed in the context of the possibilities the application of technology offers. Consumers today demand an innovative approach, interactivity at a higher level, as well as personalisation, which AI raises to a higher level, but it also implies the monitoring of consumers at all touch points and availability of a large amount of data on each individual consumer. This leads to an absurd situation: on the one hand the demand for a personal, personalised relationship; on the other hand, the consumer who is aware of the use of data and the potential abuse of his personal data. The retail environment is changing, and the changes brought by AI are transforming the way retailers communicate with consumers, predict demand, manage the supply chain and inventory, and how the store itself looks, which brings a new dimension of competitiveness. The aim of this paper is to point out the importance of technology and its perspectives in application, but also the risks and concerns that it brings due to mass use, as well as the uncertainties that arise from it. The purpose is to present a wider insight into the potential of its application in retail business, with an emphasis on the risks that can be a trap in modern conditions in which the principles of "permission marketing" are used less and less. AI technology in general can significantly improve and optimise certain functions in retail business. application/pdf 277641 bytes srp Vučenović, Sonja Vukmirović, Goran Marić, Radenko Macura, Nikola POTENCIJALI PRIMENE VEŠTAČKE INTELIGENCIJE U MALOPRODAJNOM POSLOVANJU U SENCI KONTROVERZI TEHNOLOGIJE