Primjena umjetne inteligencije u izradi personaliziranog sadržaja korisncima

graduate thesis

• Title (english): Application of artificial intelligence in the creation of personalized content to users
• Author: Mirta Banić
• Mentor: Dalia Suša Vugec (mentor)
• Committee member: Dalia Suša Vugec (predsjednik povjerenstva)
• Committee member: Mirjana Pejić Bach (član povjerenstva)
• Committee member: Jasmina Pivar (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Informatics); Zagreb
• Defense date and country: 2024-09-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Business Informatics

Abstract

Predmet ovog rada je korištenje umjetne inteligencije (engl. Artificial Intelligence - AI) u izradi personaliziranog sadržaja korisnicima. Prikazane su prednosti i nedostatci, od kojih se ističe problem moralnog pitanja i ograničavanja korisnika u obliku „bubble efekta“. AI koristi veliki broj podataka o pretraživanju internetom ili upija govor iz stvarnog života bez znanja korisnika, što zabrinjava većinu ispitanika. S druge strane, prednosti AI su brzina kreiranja, mogućnost personalizacija te minimalna financijska zahtijevanja. Krajnji cilj rada je odrediti kolika je trenutna mogućnost AI, odnosno koliko ispitanika iz anketnog upitnika može raspoznati izvor kreiranog sadržaja. Rezultati ukazuju kako podjednak broj osoba uspješno razlikuje izvor, no s obzirom na potrebna ulaganja, korištenje AI u kreiranju oglasa daleko je isplativije. U nekim slučajevima, AI loše kreira tekstualne natpise i logističke upite poput rasporeda prstiju ili položaja proizvoda na fotografiji. Nekih od rezultata empirijskog istraživanja su pokazali da do 80% ispitanika nije prepoznalo izvor sadržaja koji je kreiran od strane AI. Napredak AI rapidno se primjenjuje u kreativnim izazovima, pa bi tako bilo jako zanimljivo ponoviti upitnik u skorijoj budućnosti te istražiti razinu primjene u internetskom okruženju.

Abstract (english)

The subject of this paper is the use of artificial intelligence (AI) in creating personalized content for users. The advantages and disadvantages are presented, of which the problem of moral issues and limiting users in the form of the "bubble effect" stands out. AI uses large amounts of internet search data or absorbs real-life speech without the user's knowledge, which worries most respondents. On the other hand, the advantages of AI are the speed of creation, the possibility of personalization and minimal financial requirements. The ultimate goal of the paper is to determine the current AI capability, that is, how many respondents from the survey questionnaire can recognize the source of the created content. The results show that an equal number of people successfully distinguish the source, but considering the necessary investments, using AI in creating ads is far more profitable. In some cases, AI is bad at creating text captions and logistical queries like finger placement or product placement in a photo. Some of the survey results show that up to 80% of respondents did not recognize the source of the content that was created by AI. AI progress is rapidly being applied in creative challenges, so it would be very interesting to repeat the questionnaire in the near future and investigate the level of application in the Internet environment.

• Keywords: umjetna inteligencija; personalizacija sadržaja; marketing; preporuka sadržaja
• Keywords (english): artificial intelligence; content personalization; marketing; content suggestion
• Language: croatian
• URN:NBN: urn:nbn:hr:148:040250
• Study programme: Title: /; 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 authenticated users
• Created on: 2024-09-30 14:53:42