AN EARLY ASSESSMENT OF THE IMPACT OF GENERATIVE ARTIFICIAL INTELLIGENCE ON BUSINESS

Year 2024, Volume: 23 Issue: 90, 776 - 797, 16.04.2024

Aslıhan Ünal , İzzet Kılınç

https://doi.org/10.17755/esosder.1411805

Abstract

Generative artificial intelligence, which stands out from other AI systems with its ability to generate new and original content, is a disruptive technology that quickly reaches high user rates. Its ease of use and access, insights and predictions, and human-like responses are the features that enhance its rapid spread. Like any new technology, generative AI also brings disadvantages along with its benefits. The academic research conducted in this field is still in the initial stages. The purpose of this research is to understand how generative AI affects the business world through early-stage research. For this purpose, a search was conducted on the Web of Science (WoS) database by following a systematic literature review method, and 14 research articles were defined as analysis units. The data was analyzed by qualitative content analysis. As a result, four main themes were developed: (1) Applications, (2) Disadvantages, (3) Solutions, and (4) Today and future. The findings revealed that generative AI is a disruptive technology with a "double-edged sword" characteristic. While it significantly benefits businesses such as productivity, efficiency, and employee well-being, it also raises ethical and legal issues. The advantages it offers in the short term also have the potential to lead to value destruction in the long term. Overcoming these problems requires significant responsibilities for businesses, AI researchers, governments, and developer and service provider companies like OpenAI.

Keywords

Generative artificial intelligence, Generative AI, ChatGPT, business, management, systematic literature review

ÜRETKEN YAPAY ZEKÂLARIN İŞ DÜNYASI ÜZERİNE ETKİLERİNE İLİŞKİN ERKEN DÖNEM BİR DEĞERLENDİRME

Abstract

Yeni ve özgün içerikler üretme becerisi ile diğer yapay zekâ sistemlerinden ayrılan üretken yapay zekâ, kısa sürede yüksek kullanıcı oranlarına ulaşan yıkıcı bir teknolojidir. Kullanım ve erişim kolaylığı, sunduğu iç görüler ve tahminler ve verdiği insansı cevaplar bu yayılım hızını artıran özellikleridir. Her yeni teknoloji gibi üretken yapay zekâ da sağladığı faydalar kadar dezavantajları da beraberinde getirmektedir. Bu alanda yürütülen akademik araştırmalar henüz erken dönem aşamasındadır. Sağladığı faydalar, zararlar ve sahip olduğu yetkinlikler henüz tam olarak keşfedilememiştir. Bu araştırmanın amacı, yapılan erken dönem araştırmaları üzerinden üretken yapay zekânın iş dünyasını nasıl etkilediğini anlamaya çalışmaktır. Bu amaçla, Web of Science (WoS) veri tabanında sistematik literatür incelemesi yöntemi izlenerek elde edilen 14 araştırma makalesine nitel içerik analizi uygulanmıştır. Analiz sonucunda 4 ana tema elde edilmiştir: (1) Kullanım alanları, (2) Dezavantajlar, (3) Çözüm, (4) Bugün ve gelecek. Elde edilen bulgular üretken yapay zekânın “iki ucu keskin kılıç” özelliği taşıyan yıkıcı bir teknoloji olduğunu göstermektedir. İşletmelere üretkenliği, etkinliği ve çalışan refahını artırma, rekabet avantajı sağlama gibi önemli faydalar sağlamasına rağmen etik ve yasal sorunların da önünü açmaktadır. Kısa dönemde sağladığı avantajlar uzun dönemde değer kaybına sebep olma potansiyeline de sahiptir. Bu sorunların aşılmasında işletmeler, yapay zekâ araştırmacıları, hükümetler ve OpenAI gibi geliştirici ve hizmet sağlayıcı firmalara önemli sorumluluklar düşmektedir.

Keywords

üretken yapay zeka, ChatGPT, işletme, yönetim, sistematik literatür incelemesi

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