FROM CITIZEN VOICES TO BUSINESS VALUE

FROM CITIZEN VOICES TO BUSINESS VALUE: ARTIFICIAL INTELLIGENCE IN PARTICIPATORY ECOSYSTEMS

Author 
Dhurata SHEHU, POLIS University, Tirana, Albania
Melisa TUFA, POLIS University, Tirana, Albania

Abstract
AI has brought about radical changes in every aspect of citizens' daily lives, especially through the emergence of online platforms that enable continuous interaction between citizens and businesses. From product reviews, ratings, and social media engagement to participation in feedback systems and digital surveys, citizens are generating vast volumes of valuable data. These platforms serve as the primary medium where users express their preferences, concerns, and experiences. Businesses are increasingly leveraging these citizen-centred platforms not only to improve customer service but also to shape their strategic decisions. AI technologies, particularly those based on Machine Learning and Deep Learning, allow for real-time analysis of both explicit and implicit citizen needs. By analysing vast and diverse forms of unstructured data—including textual feedback, user-generated content, and digital interaction patterns—AI systems uncover hidden patterns, detect sentiment shifts, and extract actionable insights that help organisations anticipate societal needs and adapt their offerings in a timely and targeted manner. In this context, AI functions as a bridge between community expectations and business strategies, directly contributing to the development of more adaptive and user-centred products and services. The paper explores the role of AI in transforming business operations by highlighting its benefits for public transparency. Through a conceptual analysis and illustrative examples, the study proposes a model that links the knowledge gained from citizen input to the creation of value for business through an inclusive medium, which, in this study, is called a participatory ecosystem. The paper further reflects on the ethical implications of extracting commercial value from public opinion, addressing concerns over data ownership, algorithmic bias, and the risk of eroding trust if civic data is used without accountability. The findings emphasise the need for frameworks that ensure responsible AI practices while maximising mutual benefit for citizens and businesses alike.