Obrisani Korisnik — Tue, 08 Sep 2026 13:44:30 GMT

Project Title: Artificial Intelligence: A New Interlocutor in Croatian Society (AI-COM)
Host Institution: Faculty of Croatian Studies, University of Zagreb
Project Duration: Four years
Principal Investigator: Associate Professor Marko Kardum, PhD

The development of artificial intelligence (AI) is becoming a major societal issue. Understanding this development requires the establishment of a theoretical framework addressing the nature and functioning of AI, the challenges associated with its development, the ways in which society approaches, uses, and applies AI, and the broader implications of its adoption. In the context of the digital transformation of Croatian society, research into AI can contribute to the development of ethically grounded and informed approaches to its application. The project encompasses several thematic areas. The first examines the philosophical foundations of artificial intelligence. The second analyses the use of AI in society and its impact on business. The third explores the application of AI in science and public relations. The fourth investigates the potential for the creative use of AI and the ethical norms necessary for its responsible application. The project is based on the Strategic Document on Scientific Research of the Faculty of Croatian Studies (2025–2030). The research will be conducted over a four-year period, combining theoretical analysis of the historical, pragmatic, and technical concepts that led to the development of artificial intelligence and continue to shape its contemporary use, with qualitative and quantitative methods for examining the impact of AI. The research will contribute to a better understanding of how citizens of the Republic of Croatia perceive and use artificial intelligence and will identify groups particularly exposed to its potential negative effects, with the aim of developing recommendations for its responsible use. The project will also contribute to the development of ethical guidelines and standards for the use of AI in business, science, and public relations, as well as to a broader understanding of AI through an interdisciplinary analysis of its cognitive, linguistic, and historical-cultural dimensions.

General Scientific Objectives (SO):

To develop an integrated philosophical-pragmatic framework for the analysis of contemporary artificial intelligence, linking the historical development of cybernetics, connectionist models, and transformer-based language models with questions of language, meaning, and understanding.
To examine the motivations, habits, patterns, and purposes of AI use among users with different sociodemographic characteristics in the Republic of Croatia. To investigate the role of key factors influencing the acceptance and use of artificial intelligence among different population groups. To examine users’ ethical and security-related perceptions of AI. To assess the effects of AI use among users with different sociodemographic characteristics.
To examine the motivations, habits, patterns, and purposes of AI use in the public and private sectors among employees and members of management structures in organisations that are Croatian-owned or operate within the territory of the Republic of Croatia. To investigate the role of key factors influencing the acceptance and use of AI in public- and private-sector activities. To examine the ethical and security-related perceptions of AI users in public- and private-sector business environments. To assess the effects of AI use on the performance of work-related tasks among employees and members of management structures in the public and private sectors.
To examine the motivations, habits, patterns, and purposes of AI use in the fields of art, science, and public relations. To investigate the role of key factors influencing the acceptance and use of AI. To examine users’ ethical and security-related perceptions of AI. To assess the effects of AI use on the performance of professional tasks.

Project Team Members:
Associate Professor Marko Kardum, PhD (Principal Investigator)
Associate Professor Ivana Greguric, PhD
Associate Professor Sandro Skansi, PhD
Associate Professor Ivan Burić, PhD
Associate Professor Željka Metesi Deronjić, PhD
Assistant Professor Vanesa Varga, PhD
Assistant Professor Ana Marija Dunaj, PhD
External Collaborators:
Professor Marina Merkaš, PhD
Associate Professor Stefan Lorenz Sorgner, PhD
Kristina Šekrst, PhD

Fakultet hrvatskih studija - Artifical Intelligence: A New Interlocutor of Croatian Society (AI-COM)