Primjena alata umjetne inteligencije u oglašavanju na internetskim pretraživačima

master's thesis

• Title (english): Application of artificial intelligence tools in search engine advertising
• Author: Mislav Odak
• Mentor: Vatroslav Škare (mentor)
• Committee member: Vatroslav Škare (predsjednik povjerenstva)
• Committee member: Sunčana Piri Rajh (član povjerenstva)
• Committee member: Tanja Komarac (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2023-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Kako korištenje interneta dobiva sve veću ulogu u modernom životu, oglašavanje na internetskim pretraživačima postalo je iznimno bitno za učinkovitost digitalnog poslovanja, stoga ovaj rad istražuje primjenu alata umjetne inteligencije (AI) u oglašavanju na internetskim pretraživačima. Analizira se implementacija umjetne inteligencije u različitim fazama oglašavanja na internetskim pretraživačima - posebice optimizacije oglašivačkih kampanja. Osim upoznavanja s korištenjem umjetne inteligencije, ovaj rad istražuje i pozitivne i negativne aspekte povezane s njezinom upotrebom, kao što je povećanje učinkovitosti uz uštedu vremena ili poboljšanje kvalitete kampanja, kao i moguće tehničke i etičke posljedicce koje se mogu pojaviti. Umjetna inteligencija primijenjena na digitalni marketing temelj je ovog rada, a kao središnja točka sadrži relevantnu literaturu i studije. Sekundarno istraživanje služi kao osnova za olakšavanje kvalitativnog primarnog istraživanja koje uključuje dubinske intervjue sa stručnjacima digitalnog marketinga. Strukturiran u pet dijelova, diplomski rad sastoji se od uvoda i zaključka, te tri poglavlja, od čega jedno istraživačko u vidu dubinskih intervjua. Nakon uvodnog dijela, drugi dio se fokusira na korištenje pretraživača u oglašavanju. Treći dio rada posvećen je ulozi umjetne inteligencije u oglašavanju na internetskim pretraživačima, dok posljednji dio rada daje zaključke i savjete temeljene na rezultatima istraživanja.

Abstract (english)

As the use of the internet gains an ever-increasing role in modern life, advertising on internet search engines has become extremely important for the effectiveness of digital business, therefore this paper explores the application of artificial intelligence (AI) tools in search engine advertising. The implementation of artificial intelligence in different phases of advertising on internet search engines is analyzed - especially the optimization of advertising campaigns. In addition to introducing the reader to the use of artificial intelligence, this paper explores both the positive and negative aspects associated with its use, such as increasing efficiency while saving time or improving the quality of campaigns, as well as possible technical and ethical consequences that may arise. Artificial intelligence applied to digital marketing is the basis of this work, and as a central point it contains relevant literature and studies. Secondary research serves as the basis for facilitating qualitative primary research that includes in-depth interviews with digital marketing experts. Structured in five parts, the thesis consists of an introduction and conclusion, and three chapters, one of which is research in the form of in-depth interviews. After the introductory part, the second part focuses on the use of search engines in advertising. The third part of the paper is devoted to the role of artificial intelligence in advertising on Internet search engines, while the last part of the paper gives conclusions and advice based on the research results.

• Keywords: Umjetna inteligencija (AI); Oglašavanje na internetskim pretraživačima; Digitalni marketing; Optimizacija marketinških kampanja; Etički izazovi
• Keywords (english): Artificial Intelligence (AI); Search engine advertising; Digital marketing; Optimization of marketing campaigns; Artificial intelligence tools; Ethical challenges
• Language: croatian
• URN:NBN: urn:nbn:hr:148:665891
• Study programme: Title: Digital marketing; Study programme type: professional; Study level: specialist graduate; Academic / professional title: stručni/a specijalist/specijalistica digitalnog marketinga (stručni/a specijalist/specijalistica digitalnog marketinga)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2023-10-03 06:46:45