Primjena umjetne inteligencije u marketinškim aktivnostima telekomunikacijskih poduzeća

graduate thesis

• Title (english): Artificial Intelligence Application In Marketing Activities Of Telecommunications Companies
• Author: Luka Čorak
• Mentor: Mirko Palić (mentor)
• Committee member: Marija Tomašević-Lišanin (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2024-09-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Predmet ovog rada je istraživanje i analiza primjene umjetne inteligencije u suvremenom
poslovanju, s posebnim fokusom na njen utjecaj u marketinškim aktivnostima, posebno
unutar telekomunikacijske industrije. Rad se bavi definiranjem osnovnih pojmova i koncepata
vezanih uz UI, pregledom ključnih događaja i otkrića koji su oblikovali njen razvoj, te
istraživanjem specifičnih primjena UI u marketingu, uključujući personalizaciju sadržaja,
korištenje chatbotova, virtualnih asistenata i pametnu optimizaciju. Posebna pažnja posvećena
je analizi korištenja UI u marketinškim strategijama A1 i Hrvatskog Telekoma te
identificiranju prednosti i nedostataka te tehnologije kroz studije slučaja. Glavni cilj ovog
rada je istražiti i analizirati ulogu i utjecaj UI u suvremenom poslovanju, s posebnim
naglaskom na njezinu primjenu u marketinškim aktivnostima unutar telekomunikacijske
industrije. Rad teži razumjeti kako UI tehnologije, poput personalizacije sadržaja, chatbotova,
virtualnih asistenata i pametne optimizacije, mogu poboljšati marketinške procese, povećati
efikasnost i zadovoljstvo korisnika, te istovremeno identificirati izazove i etička pitanja
vezana uz njihovu upotrebu. Kroz studije slučaja A1 i Hrvatskog Telekoma,
telekomunikacijskih poduzeća, cilj je pružiti konkretne uvide u prednosti i nedostatke
primjene UI u poslovanju. Rezultati rada pokazuju da primjena UI u marketingu značajno
doprinosi povećanju efikasnosti poslovnih procesa, poboljšanju korisničkog iskustva, te
optimizaciji marketinških aktivnosti u telekomunikacijskim poduzećima. Konkretno, upotreba
UI u personalizaciji sadržaja omogućava bolje ciljanje i angažman korisnika, dok chatbotovi i
virtualni asistenti poboljšavaju korisničku podršku i smanjuju operativne troškove. Pametna
optimizacija marketinških kampanja dovodi do boljeg povrata na investicije (ROI) kroz
precizno ciljanje i real-time prilagodbe. Studije slučaja pokazuju da UI tehnologije ne samo
da povećavaju učinkovitost marketinških strategija, već također pomažu u izgradnji lojalnosti
korisnika. Međutim, rezultati također ističu izazove, kao što su etička pitanja i potreba za
kontinuiranim praćenjem i prilagodbom algoritama kako bi se izbjegli potencijalni pristranosti
i osigurala transparentnost u korištenju UI.

Abstract (english)

The subject of this paper is the research and analysis of the application of artificial
intelligence in modern business, with a special focus on its influence in marketing activities,
especially within the telecommunications industry. The paper deals with defining basic terms
and concepts related to AI, reviewing key events and discoveries that shaped its development,
and researching specific applications of AI in marketing, including personalization of content,
use of chatbots, virtual assistants and smart optimization. Special attention is devoted to the
analysis of the use of AI in the marketing strategies of Hrvatski Telekom and A1 to the
identification of advantages and disadvantages of this technology through case studies. The
main goal of this paper is to investigate and analyze the role and impact of AI in modern
business, with special emphasis on its application in marketing activities within the
telecommunications industry. The work seeks to understand how AI technologies, such as
content personalization, chatbots, virtual assistants and smart optimization, can improve
marketing processes, increase efficiency and user satisfaction, and at the same time identify
challenges and ethical issues related to their use. Through the case studies of A1 and Hrvatski
Telekom, telecommunications companies, the goal is to provide concrete insights into the
advantages and disadvantages of applying AI in business. The results of the work show that
the application AI in marketing significantly contributes to increasing the efficiency of
business processes, improving the user experience, and optimizing marketing activities in
telecommunications companies. In particular, the use of AI in content personalization enables
better targeting and user engagement, while chatbots and virtual assistants improve customer
support and reduce operational costs. Smart optimization of marketing campaigns leads to
better return on investment (ROI) through precise targeting and real-time adjustments. Case
studies show that AI technologies not only increase the effectiveness of marketing strategies,
but also help build user loyalty. However, the results also highlight challenges, such as ethical
issues and the need for continuous monitoring and adaptation of algorithms to avoid potential
biases and ensure transparency in the use of AI.

• Keywords: Umjetna inteligencija; marketing; telekomunikacije; korisnici; etika
• Keywords (english): Artificial intelligence; marketing; telecommunications; users; ethics
• Language: croatian
• URN:NBN: urn:nbn:hr:148:634601
• Study programme: Title: Management and retail 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: Access restricted to students and staff of home institution
• Created on: 2024-09-29 14:16:42