Vpliv umetne inteligence na uporabniško izkušnjo : magistrsko delo

Balažinec, Nina (author), Golob, Urša (mentor)

V digitalni dobi, kjer se konkurenčno okolje spreminja hitreje kot kadarkoli prej, podjetja iščejo nove rešitve za uspeh na trgu. Ena od teh rešitev je uporaba nove tehnologije, kot je umetna inteligenca, ki se hitro razvija in postaja ključna za izboljšanje storitev. S svojo sposobnostjo samodejnega učenja in prilagajanja lahko pomembno vpliva na različne vidike uporabniške izkušnje, prav tako pa predstavlja priložnost za podjetja, da dosežejo visoko učinkovitost in konkurenčno prednost v dinamičnem poslovnem okolju. Zaradi razsežnosti pojma umetna inteligenca sem se v svoji magistrski nalogi osredotočila na klepetalne robote in raziskala njihov vpliv na uporabniško izkušnjo, osredotočajoč se na dejavnike priročnosti, informativnosti, personalizacije, zaznanega tveganja in zaznane izgube zasebnosti. Rezultati empiričnega raziskovanja, izvedenega z metodo anketiranja, kažejo, da na zadovoljstvo vplivata le dejavnika informiranosti in priročnosti, medtem ko povezave med zadovoljstvom in ostalimi tremi dejavniki (zaznana izguba tveganja, zaznano tveganje in personalizacija) niso bile statistično značilne. Rezultati so me sicer presenetili, še vseeno pa sem si na podlagi literature nepovezanost razložila s konceptom družbene menjave, kjer pričakovane nagrade odtehtajo ali vsaj nadomestijo njihovo izgubo zaradi sodelovanja. Čeprav anketiranci niso izrazili velike skrbi glede zasebnosti in tveganja, pa menim, da je ključno, da podjetja sprejmejo ustrezne varnostne ukrepe, da ohranijo zaupanje potrošnikov. Uporaba klepetalnih robotov bo še naraščala, vendar se bodo morala podjetja nenehno prilagajati spremembam in najnovejšim smernicam glede varovanja in zasebnosti podatkov za ohranitev uporabnikov.

• Language: Slovenian
• Keywords: klepetalni roboti, umetna inteligenca, zadovoljstvo, uporabniška izkušnja
• Work type: Master's thesis/paper
• Typology: 2.09 - Master's Thesis
• Organization: FDV - Faculty of Social Sciences
• Place of publishing: Ljubljana
• Publisher: N. Balažinec
• Year: 2024
• Number of pages: 1 spletni vir (1 datoteka PDF (65 str.))
• PID: 20.500.12556/RUL-158552
• UDC: 004.89:004.5(043.2)
• COBISS.SI-ID: 201014019
• Publication date in RUL: 15.06.2024

BALAŽINEC, Nina, 2024, Vpliv umetne inteligence na uporabniško izkušnjo : magistrsko delo [online]. Master’s thesis. Ljubljana : N. Balažinec. [Accessed 18 May 2025]. Retrieved from: https://repozitorij.uni-lj.si/IzpisGradiva.php?lang=eng&id=158552

Secondary language

• Language: English
• Title: The impact of artificial intelligence on the customer experience

Abstract

In the digital age, where the competitive environment is changing faster than ever before, companies are looking for new solutions to succeed in the market. One of these solutions is the use of new technology, such as artificial intelligence, which is rapidly developing and becoming key to improving services. With its ability to learn and adapt automatically, it can significantly impact various aspects of the user experience, and also represents an opportunity for companies to achieve high efficiency and competitive advantage in a dynamic business environment. Due to the dimensions of the concept of artificial intelligence, in my master's thesis I focused on chatbots and investigated their impact on the user experience, focusing on the factors of convenience, informativeness, personalization, perceived risk and perceived loss of privacy. The results of the empirical research conducted using the survey method show that satisfaction is only influenced by the factors of information and convenience, while the links between satisfaction and the other three factors (perceived loss of risk, perceived risk and personalization) were not statistically significant. The results surprised me, but still, based on the literature, I explained the disconnection with the concept of social exchange, where the expected rewards outweigh or at least compensate for their loss due to participation. Although the respondents did not express great concern about privacy and risk, I believe that it is crucial that companies take appropriate security measures to maintain consumer trust. The use of chatbots will continue to grow, but companies will need to constantly adapt to changes and the latest data security and privacy guidelines to retain users.

• Keywords: chatbots, artificial intelligence, satisfaction, user experience