Mogućnosti primjene umjetne inteligencije u digitalnom marketingu

master's thesis

• Title (english): Possibilities of application of artificial intelligence in digital marketing
• Author: Stela Prekratić
• Mentor: Dubravka Sinčić Ćorić (mentor)
• Committee member: Vatroslav Škare (član povjerenstva)
• Committee member: Irena Pandža Bajs (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2023-09-29, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Diplomski rad istražuje mogućnosti i izazove primjene umjetne inteligencije u digitalnom marketingu, s posebnim fokusom na automatizaciji, generiranju sadržaja i personalizaciji. Kroz polustrukturirane intervjue s devet stručnjaka iz različitih sektora digitalnog marketinga, rad pruža uvid u stvarne primjene, prednosti i ograničenja umjetne inteligencije u ovom području. Rezultati istraživanja ukazuju na značajnu ulogu koju umjetna inteligencija već ima u ubrzanju i olakšavanju rutinskih zadataka, ali i na oprez koji stručnjaci izražavaju prema potpunom oslanjanju na tehnologiju. Iako se umjetna inteligencija koristi za povećanje učinkovitosti i produktivnosti, identificirana je jasna potreba za ljudskom intervencijom u strateškom i kreativnom odlučivanju. Rad također predlaže da budući uspjeh primjene umjetne inteligencije u digitalnom marketingu ovisi o sposobnosti stručnjaka da kombiniraju tehnološko znanje s kritičkim razmišljanjem i etičkim razmatranjima.

Abstract (english)

The thesis explores the possibilities and challenges of applying artificial intelligence in digital
marketing, with a special focus on automation, content generation and personalization.
Through semi-structured interviews with nine experts from different sectors of digital
marketing, the paper provides insight into the real applications, advantages and limitations of
artificial intelligence in this field. The research results point to the significant role that
artificial intelligence already plays in speeding up and facilitating routine tasks, but also to the
caution that experts express towards complete reliance on technology. Although artificial
intelligence is being used to increase efficiency and productivity, a clear need for human
intervention in strategic and creative decision-making has been identified. The paper also
suggests that the future success of the application of artificial intelligence in digital marketing
depends on the ability of experts to combine technological knowledge with critical thinking
and ethical considerations.

• Keywords: Umjetna Inteligencija; Digitalni Marketing; Automatizacija; Generiranje Sadržaja; Personalizacija.
• Keywords (english): Artificial Intelligence; Digital Marketing; Automation; Content Generation; Personalization.
• Language: croatian
• URN:NBN: urn:nbn:hr:148:670726
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2023-10-03 11:25:20