{"id":2525,"date":"2025-06-17T08:38:58","date_gmt":"2025-06-17T08:38:58","guid":{"rendered":"https:\/\/www.thebrandtale.com\/?p=2525"},"modified":"2025-08-04T14:03:28","modified_gmt":"2025-08-04T14:03:28","slug":"umjetna-inteligencija-u-svijetu-milijardera-kako-se-izboriti","status":"publish","type":"post","link":"https:\/\/www.thebrandtale.com\/en\/umjetna-inteligencija-u-svijetu-milijardera-kako-se-izboriti\/","title":{"rendered":"Artificial Intelligence in a Billionaire\u2019s World: How to position your business?"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"2525\" class=\"elementor elementor-2525\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-6262f48 e-flex e-con-boxed e-con e-parent\" data-id=\"6262f48\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-1e56f5a elementor-widget elementor-widget-text-editor\" data-id=\"1e56f5a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Kad danas spomenemo umjetnu inteligenciju, u medijima se uglavnom isti\u010du imena poput Elona Muska, Sama Altmana ili Marka Zuckerberga. Prikazuju ih kao vizionare koji oblikuju budu\u0107nost. No pitanje koje svi moramo postaviti glasi: <strong><em>\u010diju budu\u0107nost oni grade \u2013 i na \u010diji ra\u010dun?<\/em><\/strong><\/p><p>Umjetna inteligencija, neko\u0107 alat znanstvene znati\u017eelje, danas je postala pokreta\u010d nove industrijske utrke. U rukama milijardera ona se sve \u010de\u0161\u0107e koristi ne za osna\u017eivanje ljudi, ve\u0107 za kontrolu tr\u017ei\u0161ta, automatizaciju rada, prikupljanje osobnih podataka \u2013 pa \u010dak i za vojne svrhe.<\/p><p>AI mijenja svijet, ali postoji stvarna opasnost da ga u\u010dini jo\u0161 nejednakijim, ako ne pazimo kako ga koristimo i \u0161to u AI alate upisujemo.<\/p><p>Nije mi cilj izazvati strah, ve\u0107 pozvati na svojevrsni gra\u0111anski otpor kroz eti\u010dko i oprezno kori\u0161tenje AI alata i gra\u0111ansku kontrolu, kako politike, tako i tehnologije.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3b6ecf8 elementor-widget elementor-widget-spacer\" data-id=\"3b6ecf8\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-dfc747c elementor-widget elementor-widget-heading\" data-id=\"dfc747c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Neravnote\u017ea mo\u0107i: Profit ispred ljudi<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4a98baa elementor-widget elementor-widget-text-editor\" data-id=\"4a98baa\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p data-start=\"1160\" data-end=\"1322\">AI (umjetna inteligencija) sama po sebi nije opasna. No, kada se razvija i koristi u slu\u017ebi (pogotovo vojnih) korporacija \u010diji su prioriteti dobit, nadzor i vojni ugovori, tada se javni interes gubi iz fokusa.<\/p><p data-start=\"1324\" data-end=\"1704\">Tvrtke poput OpenAI-a, Googlea i Amazona natje\u010du se tko \u0107e br\u017ee razviti alate koji predvi\u0111aju pona\u0161anje ljudi, generiraju sadr\u017eaj i automatiziraju \u010ditave industrije.<\/p><p data-start=\"1324\" data-end=\"1704\">Elon Musk i njegovi projekti \u2013 od Neuralinka do xAI-a \u2013 predstavljaju se kao tehnolo\u0161ki iskoraci, ali otvaraju ozbiljna eti\u010dka pitanja: o mo\u0107i, osobnom pristanku i tome tko uop\u0107e odlu\u010duje kako bi napredak trebao izgledati.<\/p><p data-start=\"1706\" data-end=\"1865\">\u0160to se doga\u0111a kada se alati koji bi mogli pomo\u0107i u obrazovanju, rije\u0161avanju klimatske krize ili napretku u zdravstvu koriste isklju\u010divo za rast burzovne vrijednosti ili u ratne svrhe?<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f0332a5 elementor-widget elementor-widget-spacer\" data-id=\"f0332a5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fd0137d elementor-widget elementor-widget-heading\" data-id=\"fd0137d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Potencijal AI-a: Nije stvar u onome \u0161to imamo, ve\u0107 \u0161to odlu\u010dimo graditi<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-05b4c37 elementor-widget elementor-widget-text-editor\" data-id=\"05b4c37\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p data-start=\"1948\" data-end=\"2040\">Umjetna inteligencija mo\u017ee biti alat za za\u0161titu ljudskog dostojanstva \u2013 a ne za iskori\u0161tavanje istoga.<\/p><p data-start=\"1948\" data-end=\"2040\">AI mo\u017ee:<\/p><ul data-start=\"2041\" data-end=\"2292\"><li data-start=\"2041\" data-end=\"2098\"><p data-start=\"2043\" data-end=\"2098\">pomo\u0107i malim poljoprivrednicima da predvide lo\u0161e urode,<\/p><\/li><li data-start=\"2099\" data-end=\"2149\"><p data-start=\"2101\" data-end=\"2149\">omogu\u0107iti u\u010diteljima da personaliziraju nastavu svakom u\u010deniku i njegovu kapacitetu (ovo se ve\u0107 radi recimo u \u0161koli moje djece u \u0160panjolskoj, no manje AIom, vi\u0161e anga\u017emanom dobrih u\u010ditelja),<\/p><\/li><li data-start=\"2150\" data-end=\"2221\"><p data-start=\"2152\" data-end=\"2221\">olak\u0161ati rad terapeutima i socijalnim radnicima kroz jezi\u010dnu podr\u0161ku u vrijeme velikih globalnih migracija zbog ratova i siroma\u0161tva,<\/p><\/li><li data-start=\"2222\" data-end=\"2292\"><p data-start=\"2224\" data-end=\"2292\">pomo\u0107i poduzetnicima sa manje novaca da kvalitetno planiraju poslovanje.<\/p><\/li><\/ul><p data-start=\"2294\" data-end=\"2392\">Ali to \u0107e se dogoditi <strong data-start=\"2316\" data-end=\"2366\">samo ako je AI izgra\u0111en s etikom u svojoj sr\u017ei<\/strong>, a ne kao naknadna misao. To je posao NAS LJUDI.<\/p><p data-start=\"2394\" data-end=\"2646\">Kao poduzetnici, freelanceri, edukatori i gra\u0111ani \u2013 <strong data-start=\"2446\" data-end=\"2508\">ne moramo \u010dekati institucije da nam ka\u017eu kako koristiti AI<\/strong>.<\/p><p data-start=\"2394\" data-end=\"2646\">Mo\u017eemo i moramo izgraditi vlastitu, odozdo prema gore, etiku umjetne inteligencije, temeljenu na transparentnosti, po\u0161tenju i osobnom pristanku (u smislu \u010duvanja i dijeljenja osobnih informacija).<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2914522 elementor-widget elementor-widget-spacer\" data-id=\"2914522\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9a6b05c elementor-widget elementor-widget-heading\" data-id=\"9a6b05c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">\u0160to ti i ja mo\u017eemo u\u010diniti danas?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-414e1d6 elementor-widget elementor-widget-text-editor\" data-id=\"414e1d6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p data-start=\"2677\" data-end=\"2730\">Evo pet konkretnih koraka koje mo\u017eemo odmah poduzeti:<\/p><h3 data-start=\"2732\" data-end=\"2775\">1. <strong data-start=\"2739\" data-end=\"2773\">Odbijte koristiti AI naslijepo<\/strong><\/h3><p data-start=\"2776\" data-end=\"2919\">Prije nego \u0161to uvedete novi AI alat u svoje poslovanje, pitajte se:<\/p><ul><li><em data-start=\"2833\" data-end=\"2919\">Odakle dolaze ovi podaci? (ako pitate AI uvijek tra\u017eite da navede izvore i onda provjerite te izvore)<\/em><\/li><li data-start=\"2776\" data-end=\"2919\"><em data-start=\"2833\" data-end=\"2919\">Postoji li rizik od pristranosti? (\u010dini li vam se da na\u010din na koji ste AI alatu postavili pitanje odra\u017eava va\u0161 osobni stav? Ako da, AI \u0107e ga poduprijeti iako je mo\u017eda subjektivan)<\/em><\/li><li data-start=\"2776\" data-end=\"2919\"><em data-start=\"2833\" data-end=\"2919\">Mogu li objasniti kako radi? (ako ne mogu objasniti kako ne\u0161to radi i \u0161to zna\u010di napisano, bolje je ne dijeliti)<\/em><\/li><\/ul><h3 data-start=\"2921\" data-end=\"2962\">2. <strong data-start=\"2928\" data-end=\"2960\">Uklju\u010dite etiku u svoj brend<\/strong><\/h3><p data-start=\"2963\" data-end=\"3074\">Objavite izjavu o na\u010dinu kori\u0161tenja AI-a. Klijenti \u0107e imati vi\u0161e povjerenja u vas i va\u0161u tvrtku, a vi \u0107ete se istaknuti pred konkurencijom.<\/p><h3 data-start=\"3076\" data-end=\"3128\">3. <strong data-start=\"3083\" data-end=\"3126\">Koristite open-source i eti\u010dke AI alate<\/strong><\/h3><p data-start=\"3129\" data-end=\"3257\">Open source je bilo kakva informacija, bilo pisanu ili audiovizualnu, koja <em>je<\/em>\u00a0slobodno dostupna javnosti.<\/p><p data-start=\"3129\" data-end=\"3257\">Podr\u017eite platforme koje stavljaju transparentnost ispred eksploatacije.<\/p><p data-start=\"3129\" data-end=\"3257\">Mnoge male AI inicijative nastaju upravo iz tog razloga.<\/p><h3 data-start=\"3129\" data-end=\"3257\">4. <strong data-start=\"3266\" data-end=\"3302\">Protivite se militarizaciji AI-a<\/strong><\/h3><p data-start=\"3305\" data-end=\"3454\">Podr\u017eite me\u0111unarodne zabrane autonomnog oru\u017eja. AI ne smije slu\u017eiti za ubijanje ili nadzor.<\/p><p data-start=\"3305\" data-end=\"3454\">Vi\u0161e o Europskom aktu o AI pro\u010ditajte <a href=\"https:\/\/www.thebrandtale.com\/sto-je-eu-akt-o-umjetnoj-inteligenciji-i-zasto-je-vazan-za-poduzetnike\/\">ovdje.<\/a><\/p><p data-start=\"3305\" data-end=\"3454\">U EU-u i drugim demokratskim okvirima \u2013<strong> tvoj glas vrijedi.<\/strong><\/p><h3 data-start=\"3456\" data-end=\"3495\">5. <strong data-start=\"3463\" data-end=\"3493\">Educirajte svoju zajednicu<\/strong><\/h3><p data-start=\"3496\" data-end=\"3656\">Razgovarajte o eti\u010dkoj primjeni AI-a u svom coworkingu, \u0161kolama, u svojoj obitelj, na predavanjima.<\/p><p data-start=\"3496\" data-end=\"3656\">Normalizirajmo i prioretizirajmo razgovor o etici u svakodnevnom poslovanju i \u017eivotu.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-54adba2 elementor-widget elementor-widget-spacer\" data-id=\"54adba2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-20b1488 elementor-widget elementor-widget-heading\" data-id=\"20b1488\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Nismo nemo\u0107ni<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c7d407a elementor-widget elementor-widget-text-editor\" data-id=\"c7d407a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p data-start=\"3692\" data-end=\"3912\">Mo\u017eda milijarderi financiraju infrastrukturu, ali <strong data-start=\"3742\" data-end=\"3794\">mi odlu\u010dujemo kako \u0107e AI utjecati na na\u0161e \u017eivote<\/strong>.<\/p><p data-start=\"3692\" data-end=\"3912\">Svaki put kad automatiziramo zadatak, treniramo chatbot, ili unosimo podatke \u2013 sudjelujemo u oblikovanju budu\u0107nosti.<\/p><p data-start=\"3914\" data-end=\"4071\">U svijetu kojim dominiraju milijarderi koji nemaju uvijek va\u0161 najbolji interes u svom planu, <strong data-start=\"3954\" data-end=\"3984\">birati etiku je \u010din otpora<\/strong>.<\/p><p data-start=\"3914\" data-end=\"4071\">Budimo generacija poduzetnika koja ne samo da koristi AI \u2013 ve\u0107 ga koristi <em data-start=\"4060\" data-end=\"4070\">ljudski i eti\u010dki<\/em>.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9ee6b05 elementor-widget elementor-widget-text-editor\" data-id=\"9ee6b05\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><em>Kod istra\u017eivanja za pisanje ovog teksta je kori\u0161ten AI alat Chat GPT.<\/em><\/p><p><em>Drugi izvori:<\/em><\/p><ul><li><em>https:\/\/openai.com\/learn<\/em><\/li><li><em>https:\/\/learn.microsoft.com\/en-us\/training\/paths\/introduction-artificial-intelligence\/<\/em><\/li><li><em>https:\/\/grow.google\/intl\/hr_hu\/<\/em><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-2f2df9a e-con-full e-grid e-con e-parent\" data-id=\"2f2df9a\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t<div class=\"elementor-element elementor-element-7c20a52 e-con-full e-flex e-con e-child\" data-id=\"7c20a52\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-64266e6 elementor-widget elementor-widget-text-editor\" data-id=\"64266e6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h4>Prijavi se i preuzmi e-knjigu i radnu bilje\u017enicu besplatno:<\/h4><h1>AI etika za poduzetnike<\/h1><p>Prijavi se na newsletter i prvi saznajte o novim radionicama, relevantnim vijestima za male i srednje poduzetnike iz svijeta marketinga, umjetne inteligencije, tehnologije i prodaje.<\/p><p>U e-mailu dobrodo\u0161lice \u0107ete na poklon dobiti i <span style=\"color: #cc096e;\">besplatan AI vodi\u010d za male poduzetnike!<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-26d55e8 e-grid e-con-full e-con e-child\" data-id=\"26d55e8\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-d9da373 elementor-widget elementor-widget-image\" data-id=\"d9da373\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"644\" height=\"822\" src=\"https:\/\/www.thebrandtale.com\/wp-content\/uploads\/2025\/01\/ebook-1-e1737993498985.png\" class=\"attachment-full size-full wp-image-2205\" alt=\"vodic_za_male_poduzetnike\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2eb1145 elementor-widget elementor-widget-image\" data-id=\"2eb1145\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"636\" height=\"824\" 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But the question we all need to ask is: whose future are they building \u2014 and at whose expense?","protected":false},"author":1,"featured_media":2526,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[147,1],"tags":[148,170,59,169,149],"class_list":["post-2525","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ai","category-svi-clanci","tag-ai","tag-kako-se-izboriti","tag-katarina-stimac-tomic","tag-svijet-milijardera","tag-umjetna-inteligencija"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.thebrandtale.com\/en\/wp-json\/wp\/v2\/posts\/2525","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thebrandtale.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thebrandtale.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thebrandtale.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thebrandtale.com\/en\/wp-json\/wp\/v2\/comments?post=2525"}],"version-history":[{"count":31,"href":"https:\/\/www.thebrandtale.com\/en\/wp-json\/wp\/v2\/posts\/2525\/revisions"}],"predecessor-version":[{"id":2561,"href":"https:\/\/www.thebrandtale.com\/en\/wp-json\/wp\/v2\/posts\/2525\/revisions\/2561"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.thebrandtale.com\/en\/wp-json\/wp\/v2\/media\/2526"}],"wp:attachment":[{"href":"https:\/\/www.thebrandtale.com\/en\/wp-json\/wp\/v2\/media?parent=2525"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thebrandtale.com\/en\/wp-json\/wp\/v2\/categories?post=2525"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thebrandtale.com\/en\/wp-json\/wp\/v2\/tags?post=2525"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}