Primjena alata umjetne inteligencije kod razvoja digitalnih sadržaja u djelatnosti sportskih klubova

graduate thesis

• Title (english): Application of artificial intelligence tools in developing digital content within the sports clubs industry
• Author: Kruno Macner
• Mentor: Vatroslav Škare (mentor)
• Committee member: Miroslav Mandić (predsjednik povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2024-09-20, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Ovaj diplomski rad istražuje primjenu alata umjetne inteligencije u razvoju digitalnih sadržaja u djelatnosti sportskih klubova. U teoretskom dijelu rada objašnjeni su i definirani osnovni pojmovi poput marketinga sadržaja, vrsta, specifičnosti i razvoja digitalnih sadržaja, te pojam i povijest umjetne inteligencije, kao i njezina primjena u digitalnom marketingu, posebice u kontekstu sportskih klubova. Empirijski dio rada temelji se na istraživanju provedenom na uzorku od sedam marketinških stručnjaka iz sportskih klubova diljem svijeta. Rezultati istraživanja pokazuju da korištenje alata umjetne inteligencije donosi značajne prednosti, poput povećane brzine, efikasnosti i personalizacije sadržaja, ali i izazove poput očuvanja autentičnosti sadržaja, gubitka radnih mjesta i nedostatka emocije u digitalnim sadržajima. Stručnjaci su generalno optimistični glede budućnosti razvoja umjetne inteligencije, ali naglašavaju potrebu za odgovornom primjenom kako bi se maksimalno iskoristile prednosti uz minimiziranje negativnih učinaka.

Abstract (english)

This thesis explores the application of artificial intelligence (AI) tools in the development of digital content within the activities of sports clubs. The theoretical part of the thesis explains and defines basic concepts such as content marketing, types, specifics, and development of digital content, as well as the concept and history of artificial intelligence, and its application in digital marketing, especially in the context of sports clubs. The empirical part of the thesis is based on research conducted on a sample of seven marketing experts from sports clubs around the world. The research results show that the use of AI tools brings significant advantages, such as increased speed, efficiency, and content personalization, but also challenges such as maintaining content authenticity, job losses, and a lack of emotion in digital content. Experts are generally optimistic about the future development of AI, but emphasize the need for responsible application to maximize benefits while minimizing negative impacts.

• Keywords: marketing sadržaja; umjetna inteligencija; sportski klubovi; digitalni sadržaj
• Keywords (english): Content marketing; artificial intelligence (AI); sports clubs; digital content
• Language: croatian
• URN:NBN: urn:nbn:hr:148:393594
• 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: 2024-09-21 09:27:44