Navigating The AI Landscape In Montenegrin Enterprises: Employee Perceptions, Socio-Economic Impacts, Challenges, And Security Considerations

The evolution of artificial intelligence (AI) marks a pivotal paradigm shift in contemporary society, heralding profound changes in individual lives, societal norms, and economic landscapes. Particularly in Montenegro, the integration of AI into everyday business practices and consumer interactions unveils a plethora of advantages, encompassing enhanced operational efficiency and a heightened level of user engagement. However, alongside these benefits, AI's trajectory raises critical concerns about its future development and potential societal implications. The formidable data processing capabilities of AI pose a risk of surpassing human decision-making, potentially leading to consumer manipulation and an increased reliance on intelligent technologies. This intricate relationship between users and AI has implications for cognitive abilities, personal identity, and social dynamics.This paper investigates the Montenegrin enterprise landscape, presenting a mediation model that explores the balance between AI's efficiency, its appeal to users, and the preservation of individual self-identity and human skills. Central to this model is the role of the social circle as a mediator, influencing perceptions and interactions with AI. Our findings reveal that a higher degree of efficiency and appeal in AI, coupled with positive social reinforcement, can mitigate concerns about the identity erosion in an AI-dominated era.