مدیریت بازاریابی هوشمند

مدیریت بازاریابی هوشمند

بررسی و ارزیابی عواقب منفی هوش مصنوعی در تجزیه و تحلیل واحدهای تجاری از دیدگاه رقابت بین سازمانها

نوع مقاله : مقاله علمی-پژوهشی

نویسندگان
گروه مدیریت بازرگانی، واحد زنجان، دانشگاه آزاد اسلامی، زنجان، ایران
چکیده
هوش مصنوعی در تجزیه و تحلیل کسب‌وکار نقش مهمی دارد، اما عدم شفافیت در استفاده از آن می‌تواند به پیامدهای منفی منجر شود. این مقاله به بررسی این پیامدها پرداخته و سه عامل اصلی مؤثر بر عدم شفافیت در تجزیه و تحلیل‌های مبتنی بر هوش مصنوعی (AI-BA ) را شناسایی کرده است: کمبود حاکمیت، کیفیت پایین داده‌ها و آموزش ناکارآمد کارکنان. کمبود حاکمیت به معنای نبود چارچوب‌های قانونی و مدیریتی مشخص برای استفاده از هوش مصنوعی است که می‌تواند منجر به مدیریت نادرست داده‌ها و تصمیم‌گیری‌های غیرمؤثر شود. کیفیت پایین داده‌ها نیز تأثیر مستقیمی بر خروجی‌های تحلیلی دارد، به‌طوری‌که داده‌های ناکامل یا نادرست می‌توانند به تصمیم‌گیری‌های غلط منجر شوند و بهره‌وری سازمان را کاهش دهند. علاوه بر این، آموزش ناکافی کارکنان مانع از استفاده صحیح از فناوری‌های هوش مصنوعی شده و باعث کاهش بهره‌وری و انگیزه آن‌ها می‌شود. عدم شفافیت در AI-BA همچنین باعث افزایش ریسک‌های امنیتی و فناوری می‌شود. مدل مفهومی ارائه‌شده در این پژوهش نشان می‌دهد که پذیرش نادرست راه‌حل‌های AI-BA می‌تواند منجر به ناکارآمدی عملیاتی و کاهش مزیت رقابتی سازمان شود. این مدل شامل سه عامل اصلی است: استراتژی فناوری معیوب، ریسک‌های ناشی از کاربرد نامناسب هوش مصنوعی و عملکرد نامطلوب شرکت، که نتایج نشان می‌دهد این عوامل به کاهش سهم بازار و نارضایتی کارکنان منجر می‌شوند. این پژوهش از نظر هدف، کاربردی و از نظر روش، توصیفی است. داده‌ها از طریق مطالعات کتابخانه‌ای و میدانی گردآوری و جامعه آماری شامل شرکت‌های فناور و دانش‌بنیان مستقر در پارک علم و فناوری است. داده‌ها با استفاده از نرم‌افزارهای SPSS و لیزرل تحلیل شده‌اند. در نهایت، پژوهش بر لزوم تقویت حاکمیت، بهبود کیفیت داده‌ها و ارائه آموزش‌های مؤثر برای افزایش شفافیت و بهبود عملکرد سازمان‌ها تأکید دارد.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

Examination and Evaluation of the Negative Consequences of Artificial Intelligence in Business Unit Analysis from the Perspective of Inter-Organizational Competition

نویسندگان English

Soroush Beglari
Homa Doroudi
Department of Management, Zanjan Branch, Islamic Azad University, Zanjan, Iran
چکیده English

Artificial Intelligence (AI) plays a crucial role in business analytics; however, a lack of transparency in its application can lead to negative consequences. This study examines these consequences and identifies three key factors contributing to the lack of transparency in AI-based analytics (AI-BA): governance deficiencies, poor data quality, and inadequate employee training. Governance deficiencies refer to the absence of clear legal and managerial frameworks for AI utilization, which can result in ineffective data management and suboptimal decision-making. Poor data quality directly impacts analytical outcomes, as incomplete or inaccurate data can lead to erroneous decisions and reduced organizational efficiency. Additionally, insufficient employee training hinders the proper use of AI technologies, reducing both productivity and motivation. Furthermore, a lack of transparency in AI-BA increases security and technological risks. The conceptual model presented in this study demonstrates that improper adoption of AI-BA solutions can lead to operational inefficiencies and a decline in an organization’s competitive advantage. The model encompasses three main factors: flawed technology strategy, risks associated with improper AI implementation, and poor corporate performance. The findings indicate that these factors contribute to market share reduction and employee dissatisfaction. This research is applied in terms of its objective and descriptive in terms of its methodology. Data were collected through both library and field studies, with the statistical population comprising technology-driven and knowledge-based companies located in science and technology parks. The data were analyzed using SPSS and LISREL software. Ultimately, this study highlights the necessity of strengthening governance, improving data quality, and providing effective training programs to enhance transparency and optimize organizational performance.

کلیدواژه‌ها English

Artificial Intelligence
Business Analytics
Resource-Based View
Dynamic Capabilities View
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دوره 6، شماره 2 - شماره پیاپی 28
تابستان 1404
صفحه 246-287

  • تاریخ دریافت 17 دی 1403
  • تاریخ بازنگری 08 اسفند 1403
  • تاریخ پذیرش 12 اسفند 1403