Primjena umjetne inteligencije u marketinškim i prodajnim procesima

graduate thesis

• Title (english): Application of artificial intelligence in marketing and sales processes
• Author: Iva Duvnjak
• Mentor: Dalia Suša Vugec (mentor)
• Committee member: Dalia Suša Vugec (predsjednik povjerenstva)
• Committee member: Mirjana Pejić Bach (član povjerenstva)
• Committee member: Jovana Zoroja (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Informatics); Zagreb
• Defense date and country: 2024-10-25, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Ovaj rad prikazuje sve veći napredak umjetne inteligencije u posljednje vrijeme te njenu upotrebu i značaj u poslovnom svijetu. Nakon objašnjenja značenja umjetne inteligencije, njene primjene u poslovanju i prednosti i nedostataka koje ista donosi, rad se bavi istraživanjem načina na koje je moguće primijeniti umjetnu inteligenciju u marketinškim i prodajnim procesima. Najveća korist od primjene umjetne inteligencije je u personaliziranom pristupu svakom korisniku određenog proizvoda ili usluge što za cilj ima što veće korisničko zadovoljstvo i dugoročnu suradnju. U radu su obrađeni primjeri korištenja alata umjetne inteligencije na dvije nove pametne trgovine – Amazon Go i Konzum Smart. Empirijski dio rada bavi se istraživanjem stavova, preferencija i mišljenja ispitanika o umjetnoj inteligenciji. Istražuje se u kojoj mjeri su ljudi spremni prihvatiti umjetnu inteligenciju, vjeruju li joj i što misle o novim tehnologijama poput pametnih trgovina. Na kraju rada izveden je zaključak o promjenama koje sa sobom donosi umjetna inteligencija te kako će to utjecati na poslovni sektor marketinga i prodaje.

Abstract (english)

This thesis presents the growing advancements of artificial intelligence in recent times, as well as its use and significance in the business world. After explaining the meaning of artificial intelligence, its application in business, and the advantages and disadvantages it brings, the thesis explores ways in which artificial intelligence can be applied in marketing and sales processes. The greatest benefit of using artificial intelligence is the personalized approach to each customer of a particular product or service, aiming for maximum customer satisfaction and long-term collaboration. The thesis includes examples of the use of artificial intelligence tools in two new smart stores – Amazon Go and Konzum Smart. The empirical part of the thesis focuses on researching respondents' attitudes, preferences, and opinions regarding artificial intelligence. It investigates to what extent people are willing to accept artificial intelligence, whether they trust it, and what they think about new technologies like smart stores. In the conclusion, the thesis discusses the changes brought about by artificial intelligence and how these will impact the marketing and sales sectors.

• Keywords: umjetna inteligencija; marketing; prodajni procesi; tehnologija
• Keywords (english): artificial intelligence; marketing; sales processes; technology
• Language: croatian
• URN:NBN: urn:nbn:hr:148:093324
• 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 students and staff of home institution
• Created on: 2024-10-26 15:15:07