20.500.12556/DKUM-94610 Uporaba umetne inteligence pri upravljanju odnosov s strankami: vidik ponudnika poslovnih rešitev The application of artificial intelligence in customer relationship management: The perspective of a business solutions provider Umetna inteligenca (AI) korenito spreminja upravljanje odnosov s strankami (CRM) in močno vpliva na poslovanje podjetij. V tem diplomskem delu preučujemo uporabo AI-podprtih sistemov CRM (sistemi AI-CRM). Ti sistemi izkoriščajo AI za izboljšano analizo podatkov, avtomatizacijo procesov in zagotavljanje personaliziranih izkušenj. Najbolj se uveljavljajo na področjih prodaje, marketinga, podpore strankam in analitike. Čeprav pripomorejo k večji učinkovitosti, boljši napovedi in boljšemu odločanju, prinašajo tudi določene izzive, ki se kažejo v visokih začetnih stroških, potrebi po prilagoditvi obstoječih procesov in pomislekih glede varnosti in etike. Za globlji vpogled smo v podjetju BE-terna d. o. o. izvedli kvalitativno raziskavo in preučili dejanske prakse uvajanja AI v CRM. Ugotovili smo, da na AI gledajo kot na naravno evolucijo obstoječih rešitev in ne kot na tehnološko revolucijo in da se zaenkrat spremembe v delovnih vlogah kažejo bolj v preoblikovanju nalog in ne v njihovem izginjanju. Uspešnost njene uporabe je v največji meri odvisna od organizacijske pripravljenosti podjetij in ne toliko od tehnologije same, pri čemer slovenska podjetja v primerjavi z mednarodnimi še vedno zaostajajo. To delo prispeva k boljšemu razumevanju sodobnih trendov in nudi praktično vrednost organizacijam, ki se soočajo z uvedbo AI v sisteme CRM. Artificial intelligence (AI) is profoundly changing customer relationship management (CRM) and has a strong impact on business processes. In this thesis we examine the application of AI-supported CRM systems (AI-CRM systems). These systems are leveraging AI for improved data analysis, process automation, and the delivery of personalised experiences. They are most commonly applied in sales, marketing, customer support, and analytics. While they contribute to greater efficiency, better prediction, and improved decision-making, they also pose certain challenges, including high initial costs, the need to adapt existing processes, and concerns regarding security and ethics. To gain a deeper insight, we conducted a qualitative study at the company BE-terna d. o. o. and examined current AI adoption practices in CRM. We found that AI is perceived as a natural evolution of existing solutions rather than a technological revolution and that changes in job roles are currently reflected more in the transformation of tasks rather than their disappearance. The success of its application depends primarily on the organisational readiness of companies rather than on the technology itself, while Slovenian companies still lag behind international peers. This work contributes to a better understanding of modern trends and offers practical value to organisations, facing AI adoption in CRM systems. umetna inteligenca (AI) upravljanje odnosov s strankami (CRM) študija primera vidik ponudnika poslovnih rešitev artificial intelligence (AI) customer relationship management (CRM) case study business solutions provider perspective true true false Slovenski jezik Angleški jezik Diplomsko delo/naloga 2025-08-22 13:15:00 2025-10-20 12:23:57 2025-10-21 03:16:17 0000-00-00 00:00:00 2025 0 Kranj 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 253866755 UN_Starbek_Matej_2025.pdf UN_Starbek_Matej_2025.pdf 1 D41238C8E5C7213F2A2CD0FAD446255F b75075a1a335b50c83f5d8280a19b396273a601888270bf7534cf3aa8094531a b427e4bc-819a-11f0-adee-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=196184 Fakulteta za organizacijske vede 0 0 0