Impact of artificial intelligence on digital marketing

undergraduate thesis

• Author: Mia Radaković
• Mentor: Goran Vlašić (mentor)
• Committee member: Mirko Palić (predsjednik povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2023-06-23, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

The purpose of this study was to perform research in the sector of digital marketing to deter- mine the influence that AI has on this industry and what it would entail in the future. There are five main components in the structure: the introduction, theoretical framework, methodology, survey about attitudes toward AI and the conclusion. The fundamentals of AI are covered in the introduction and theoretical framework of the study. The theoretical part was created from a variety of scientific articles, books and websites. Theoretical framework delves further into the various types of AI and how they operate. It also describes in detail the fundamentals of digital marketing and how various types of AI may be used to it. The interview information is recorded and discussed around the subjects listed below in the results section and includes how digital marketing and AI are utilized together. Semi-structured interviews were used to collect the information. Six participants who work in the marketing sector in companies of different fields and often use AI in their job were interviewed. After the interviews were analysed, it was attempted to connect the dots between the data to determine how AI has affected the digital marketing sector. The main outcomes were automating repetitive processes, improving optimization, and increasing efficiency; if done properly, these results save time and money after an initial expenditure. The conclusion points out that although AI may significantly advance the area of digital marketing, human touch and involvement will be needed in the future and marketers must be flexible and keen to pick up new skills and educate about the topic to reach full potential.

• Keywords: artificial intelligence; digital marketing; automatization; impact; personalization; benefits; challenges
• Language: english
• URN:NBN: urn:nbn:hr:148:291048
• Study programme: Title: Business Economics in English; Study programme type: university; Study level: undergraduate; Academic / professional title: sveučilišni/a prvostupnik/ prvostupnica(baccalaureus/ baccalaurea) ekonomije (sveučilišni/a prvostupnik/ prvostupnica(baccalaureus/ baccalaurea) ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2023-07-06 12:20:19