Zoran Mastilo1, Adis Puška2 and Anđelka Štilić3
Artificial Intelligence (AI) has become a key factor in the development of countries. Countries have recognized the potential of using AI to achieve sustainable development. This research explores the potential of the Southeast European (SEE) countries in the field of AI applications. The Government AI Readiness Index, with its nine indicators, is used to assess readiness for AI applications. A comparison of the SEE countries for the application of AI was conducted using Multi-Criteria Decision Making (MCDM) methods. The methods used were MEREC (Method based on the Removal Effects of Criteria) and CORASO (COmpromise Ranking from Alternative SOlutions). The results of the MEREC method show that the maturity and adaptability indicators have higher weight values compared to the other ones. The results of the CORASO method show that Greece and Bulgaria have the strongest indicators, with the sensitivity analysis confirming these findings.
Jelena Šiđanski
In digital marketing, the ability to create engaging and relevant content is a key success factor. Advancements in technology present new opportunities, with artificial intelligence (AI) reshaping various business sectors. AI can assist or fully manage content creation, helping marketers enhance work processes and outcomes. Using a multicriteria analysis model, it is possible to evaluate criteria and make decisions between alternatives for content creation. This paper uses the Analytical Hierarchy Process (AHP) to evaluate the alternatives, namely humans, AI, and a combination of the two, with the aim of improving content creation based on the criteria of creativity, speed, cost, content quality, adaptability, and conversion. The results of the paper indicate that marketing professionals consider humans to be most effective for content creation, particularly in creativity, content quality, adaptability, and conversion. While the combination of humans and AI offers advantages in cost efficiency and speed, it does not surpass the human-driven approach.