Uloga umjetne inteligencije u kreativnim aspektima marketinške komunikacije

master's thesis

• Title (english): The role of artificial intelligence in creative aspects of marketing communication
• Author: Petra Merle
• Mentor: Vatroslav Škare (mentor)
• Committee member: Vatroslav Škare (predsjednik povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Committee member: Sunčana Piri Rajh (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2023-09-25, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Kreativnost je oduvijek bila ključna za marketinške kampanje kako bi privukle pažnju potrošača. No, ne tako davno, alati umjetne inteligencije pokazali su se kao vrijedan dodatak tom cjelokupnom procesu. Kako bi se dobio uvid u postojeće stanje s kojima se susreću kreativni odjeli u marketingu u primjeni umjetne inteligencije provedeno je kvalitativno istraživanje, metodom dubinskih intervja na uzorku od 9 ispitanika (stručnjaka) na području Republike Hrvatske. Istraživanje pokazuje da postoji široka svijest o potencijalu umjetne inteligencija za unaprjeđenje rada koje kod većine ispitanika u početnim stadijima. Kada je došla riječ o budućnosti marketinške komunikacije s primjenom nove tehnologije, suglasno se istaknulo kako prijetnje za pozicijama unutar marketinga nema, te da je sve u tome da se poruka dopre do pravih ljudi na pravi način u pravo vrijeme, s čime se većina složila da upravo umjetnu inteligenciju alat za pripomoć.

Abstract (english)

Creativity has always been key to marketing campaigns to capture consumer attention. But, not so long ago, artificial intelligence tools proved to be a valuable addition to the overall process. To gain an insight into the current situation faced by creative departments in marketing in applied artificial intelligence, qualitative research was conducted using the in-depth interview method on a sample of 9 respondents (experts) in the Republic of Croatia. The research shows that there is a broad awareness of the potential of artificial intelligence for improving work, which in the majority of respondents is in the initial stages. When it came to future marketing communications with the application of new technology, it was unanimously pointed out that there is no threat to positions within marketing, and that it is all about getting the message to the right people in the right way at the right time, with which the majority agreed that precisely artificial intelligence a tool to help.

• Keywords: kreativnost; umjetna inteligencija; marketinška komunikacija
• Keywords (english): creativity; artificial intelligence; marketing communication
• Language: croatian
• URN:NBN: urn:nbn:hr:148:787720
• Study programme: Title: Digital marketing; Study programme type: professional; Study level: specialist graduate; Academic / professional title: magistar ekonomije/magistra ekonomije (magistar ekonomije/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2023-10-12 09:14:31