Uloga digitalne usluge s umjetnom inteligencijom ChatGPT u digitalnom marketingu poduzeća i marketinških agencija

graduate thesis

• Title (english): The role of digital service with artificial intelligence ChatGPT in digital marketing of companies and marketing agencies
• Author: Aldijana Čolo
• Mentor: Tanja Komarac (mentor)
• Committee member: Vatroslav Škare (član povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2024-09-20, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Digitalna usluga s umjetnom inteligencijom ChatGPT ima veliki potencijal u digitalnom marketingu jer može promijeniti način na koji marketinški stručnjaci obavljaju svoje svakodnevne zadatke. No, relativno je nepoznato kako navedena digitalna usluga s umjetnom inteligencijom pomaže marketinškim stručnjacima koji koriste ChatGPT u digitalnom marketingu, te na koji način im pomaže u obavljanju svakodnevnih marketinških aktivnosti. Umjetna inteligencija u marketingu, određene specijalizirane aktivnosti, može napraviti brže i učinkovitije od ljudi. Neke od specijaliziranih aktivnosti u marketingu su: analiziranje velike količine podataka, brzo analiziranje podataka, učenje o preferencijama kupaca, targetiranje kupaca, itd. Učinkovitije izvršavanje specijaliziranih aktivnosti može poboljšati izvedbu marketinške kampanje i poboljšati korisničko iskustvo. Pri tome, ChatGPT postaje sve popularnija digitalna usluga koja može biti ključan alat za unapređenje marketinških napora i rezultata. Nadalje, poduzeća mogu optimizirati utjecaj ChatGPT na korisničko iskustvo i poboljšati svoje strategije digitalnog marketinga prilagodbom individualnim zahtjevima svojih korisnika, a time i poslovanja. Prilikom primjene ChatGPT, poduzeća trebaju uzeti u obzir dob korisnika, razinu obrazovanja i poznavanje tehnologije kao i poznavanje poslovanja. Stoga se, u ovom diplomskom radu istražila uloga digitalne usluge s umjetnom inteligencijom ChatGPT u digitalnom marketingu poduzeća i marketinških agencija. Istraživanjem, na uzorku od šest marketinških stručnjaka, kroz dubinske intervjue, otkrivena je percepcija marketinških stručnjaka o umjetnoj inteligenciji i ChatGPT-u. Osim toga, ispitanici su jasno istaknuli sve prednosti i sve nedostatke prilikom korištenja umjetne inteligencije ChatGPT izvršavajući svoje svakodnevne radne zadatke. Svi su se ispitanici jednoglasno složili kako je umjetna inteligencija itekako dobrodošla kao pomoć pri obavljanju svakodnevnih radnih zadataka u digitalnom marketingu i kako im ChatGPT olakšava operativne zadatke, ali upozoravaju kako je ljudska kreativnost ipak trenutno nezamjenjiva i kako se ne bi trebalo previše oslanjati na ChatGPT bez dodatnih provjera generiranih odgovora zbog mogućeg širenja dezinformacija.

Abstract (english)

The digital service with artificial intelligence, ChatGPT, has great potential in digital marketing because it can change the way marketing professionals perform their daily tasks. However, it is relatively unknown how this digital service with artificial intelligence assists marketing professionals who use ChatGPT in digital marketing and how it helps them in carrying out daily marketing activities. Artificial intelligence in marketing can perform certain specialized activities faster and more efficiently than humans. Some of these specialized activities in marketing include analyzing large amounts of data, quickly analyzing data, learning about customer preferences, targeting customers, etc. More efficient execution of specialized activities can improve the performance of marketing campaigns and enhance the customer experience. In this context, ChatGPT is becoming an increasingly popular digital service that can be a key tool for enhancing marketing efforts and results. Furthermore, businesses can optimize the impact of ChatGPT on the customer experience and improve their digital marketing strategies by tailoring them to the individual needs of their users, and thereby improving their operations. When applying ChatGPT, businesses should consider the age of users, their level of education and technological proficiency, as well as their knowledge of the business. Therefore, this thesis investigates the role of the digital service with artificial intelligence, ChatGPT, in the digital marketing of companies and marketing agencies. Through research conducted on a sample of six marketing professionals using in-depth interviews, the perception of marketing professionals regarding artificial intelligence and ChatGPT was revealed. Additionally, the respondents clearly highlighted all the advantages and disadvantages of using ChatGPT's artificial intelligence in carrying out their daily work tasks. All respondents agreed that artificial intelligence is indeed a welcome aid in performing daily tasks in digital marketing and that ChatGPT makes operational tasks easier. However, they cautioned that human creativity is currently irreplaceable and that one should not rely too heavily on ChatGPT without additional verification of generated responses due to the potential spread of misinformation.

• Keywords: umjetna inteligencija; digitalni marketing; digitalne usluge; ChatGPT; marketinški stručnjaci
• Keywords (english): artificial intelligence; digital marketing; digital services; ChatGPT; marketing professionals
• Language: croatian
• URN:NBN: urn:nbn:hr:148:851430
• Study programme: Title: Digital marketing; Study programme type: professional; Study level: graduate; Academic / professional title: magistar ekonomije/magistra ekonomije (magistar ekonomije/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-09-20 18:06:04