ARTIFICIAL INTELLIGENCE AND OTT PLATFORMS -ADVANTAGES AND RISKS

Tatjana Ćitić

doi:10.59864/Oditor82601TC

Autori

Tatjana Ćitić University “Union – Nikola Tesla”, Faculty of Sport, Narodnih heroja 30/I, Belgrade, Serbia Author https://orcid.org/0000-0002-8552-983X

DOI:

https://doi.org/10.59864/Oditor82601TC

Ključne reči:

OTT platforme, veštačka inteligencija (AI), Netflix, algoritmi, personalizacija sadržaja

Apstrakt

Digitalne OTT (Over-The-Top) platforme, koje korisnicima nude kataloge video i audio sadržaja, kao i strimovanje linearnih kanala, primenom alata veštačke inteligencije ušle su u novu fazu tržišnog takmičenja. Međutim, usled prekomerne automatizacije procesa distribucije, gledaoci često ostaju uskraćeni za sadržaje koje bi možda želeli da pogledaju, ali im algoritamski modeli to ne omogućavaju. U ovom radu analiziraju se pozitivni i negativni aspekti savremene tehnološke faze kroz razmatranje primene AI alata, etičkih standarda, pravne regulative i korisničkog iskustva. Za potrebe ispitivanja savremenih navika i percepcije korisnika OTT platformi sprovedeno je istraživanje putem onlajn anketnog upitnika. Rezultati su potvrdili polaznu pretpostavku da korisnici izražavaju bojazan u pogledu etičnosti primene AI tehnologija, kao i da sveprisutna personalizacija sadržaja nije uvek poželjna. S druge strane, analiza poslovnih praksi najpopularnije globalne platforme za video striming, Netflixa, potvrđuje da menadžment OTT platformi posmatra veštačku inteligenciju kao ključni alat za zadržavanje postojećih i privlačenje novih pretplatnika, sa ciljem očuvanja globalnog tržišnog položaja i povećanja prihoda.

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