APPLICATION OF ARTIFICIAL INTELLIGENCE IN THE ECONOMIC OPERATIONS OF COMPANIES – LEGAL REGULATIONS OF THE EUROPEAN UNION AND THE REPUBLIC OF SERBIA

AUTHOR(S) / АУТОР(И): Slobodan Nešković

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DOI: 10.46793/83138.005.017N

ABSTRACT / САЖЕТАК:

The postmodern environment channels the position and functioning of the social subjects of each countries. As an essential area of the existence of every creation, the economic operation of the company is especially modified. At the same time, the innovative paradigm artifical intelligence occupies a significant position with an evident controversial implosion through implementation in the economic, legal and other spheres of human existence. The legal context of artificial intelligence in the European Union and the Republic of Serbia is under development and includes various aspects such as data protection, ethics, responsibility and regulation. The European Union has proposed a regulation on artificial intelligence that aims to set rules for the development and use of artificial intelligence (hereinafter VI or AI). This regulation focuses on the risks associated with artificial intelligence, dividing applications into low-risk, medium- risk and high-risk. High-risk applications, such as facial recognition systems or the use of AI in the justice system, are subject to stricter rules. The General Data Protection Regulation (GDPR) also applies to artifical intelligence, especially when it comes to the processing of personal data. Businesses using AI must ensure that they respect the rights of individuals and have transparent policies regarding data processing. The European Union emphasizes the importance of ethical principles in the development of AI, including fairness, transparency, accountability and the protection of human rights. Republic of Serbia is in the process of harmonizing with EU legislation, which includes areas related to AI. There are initiatives to develop strategies that will regulate

the use of AI in different sectors. Serbia has a Law on the Protection of Personal Data that is harmonized with the GDPR, which means that companies using AI must ensure the protection of personal data. Various projects and initiatives are being developed in Serbia that focus on the use of AI in companies, including support for small and medium-sized enterprises in the adoption of these technologies. Artificial intelligence can be applied to businesses in a variety of ways, as AI can help automate routine tasks, thereby increasing eficiency. Businesses can use artifical intelligence to analyze large amounts of data to make informed decisions. By using AI, businesses can provide more personalized customer service. In conclusion, the legal framework of artificial intelligence in the European Union and Republic of Serbia is developing and adapting to the needs of the market, while companies increasingly recognize the potential of artifical intelligence in improving their operations.

KEYWORDS / КЉУЧНЕ РЕЧИ:

artificial intelligence, economic, law regulation, business, company, paradigm, European Commission, European Union, Republic of Serbia

ACKNOWLEDGEMENT / ПРОЈЕКАТ:

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