Artificial Intelligence in Modern Entrepreneurship: Overview of Recent Research

АУТОР(И) / AUTHOR(S): Bogdan Macanović , Sara Simić and Jelena Jevtić  

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DOI: https://doi.org/10.46793/TIE26.453M

САЖЕТАК /ABSTRACT:

 The modern business environment is characterized by rapid technological changes that significantly affect entrepreneurship by creating new sources of competitive advantage. Artificial intelligence (AI) is one of the most important technologies of digital transformation, providing numerous opportunities for improving business processes. The aim of this paper is to systematize the contemporary scientific literature on the application of artificial intelligence in entrepreneurship, with a special emphasis on its potential for developing innovative business models and improving organizational sustainability and competitiveness. The paper is based on a review of relevant theoretical and empirical studies published between 2020 and 2026. The results indicate that the application of artificial intelligence contributes to increased productivity, more efficient use of resources and the development of innovations. At the same time, the literature highlights important challenges related to data privacy, ethical issues and the development of digital competencies necessary for the successful implementation of AI technologies. The contribution of this paper lies in the systematic synthesis of current scientific knowledge, the identification of key opportunities and challenges associated with the adoption of AI in entrepreneurship, and the recognition of future research directions in this rapidly developing field.

КЉУЧНЕ РЕЧИ / KEYWORDS: 

artificial intelligence; entrepreneurship; business models; competitiveness; innovation

ПРОЈЕКАТ / ACKNOWLEDGEMENT:

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