Primjena umjetne inteligencije u kontekstu digitalnog marketinga

master's thesis

• Title (english): Application of artificial intelligence in the digital marketing context
• Author: Martina Horvat
• Mentor: Vatroslav Škare (mentor)
• Committee member: Vatroslav Škare (predsjednik povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Committee member: Morana Fudurić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2021-09-28, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Umjetna inteligencija kao znanost razvija se od sredine prošlog stoljeća, no veliku pažnju dobila je posljednjih nekoliko godina, kada se češće počela primjenjivati u poslovanju. S obzirom na to da je u cilju svake organizacije optimizirati troškove i ubrzati poslovne procese, umjetna se inteligencija najčešće koristi za automatizaciju procesa, prikupljanje i obradu velike količine podataka i automatsko donošenje odluka temeljenih na analiziranim podacima. Rad daje detaljniji uvid u prednosti i nedostatke primjene umjetne inteligencije u poslovanju, mogućnosti primjene u digitalnom marketingu, te prednosti koje donosi u kontekstu personalizacije i digitalne trgovine. Kako bi se dobio uvid u trenutno stanje primjene umjetne inteligencije za potrebe digitalnog marketinga u Republici Hrvatskoj, provedeno je izviđajno istraživanje putem tehnike dubinskog intervjua, a koje okuplja desetak lidera mišljenja u tom području i sažima njihova razmišljanja i predviđanja o temi. Umjetna inteligencija za digitalni marketing koristi se u svim poduzećima intervjuiranih marketinških stručnjaka, no u različitim omjerima. Većina poduzeća primjenjuje postojeće alate dostupne na tržištu, te nekolicina razvija interne sustave bazirane na umjetnoj inteligenciji. Svi stručnjaci predviđaju korištenje umjetne inteligencije za potrebe digitalnog marketinga u još većem omjeru u budućnosti.

Abstract (english)

Even though the science of artificial intelligence (AI) is evolving from the middle of the 20th century, AI has gotten an increased attention in the last few years due to multiple business applications. Considering the fact that every organization's goal is to optimize costs and streamline business processes, artificial intelligence has helped with process automation, gathering and processing the big data, and decision-making. The paper is providing more detailed insights into benefits and drawbacks of AI business applications, possible digital marketing applications and contribution to personalization and eCommerce. Research has been conducted to gain insights into current state of AI digital marketing applications in Croatia. In-depth interviews were used to collect thoughts from dozen opinion leaders on the subject of artificial intelligence digital marketing applications, as well as future predictions. All organizations are using AI for digital marketing purposes, but at different levels. Most of the companies are using existing market tools, but some are developing or has already developed an in-house solution. All opinion leaders foresee greater AI digital marketing applications in the near future.

• Keywords: umjetna inteligencija; strojno učenje; digitalni marketing; personalizacija; digitalna trgovina
• Keywords (english): artificial intelligence; machine learning; digital marketing; personalization; eCommerce
• Language: croatian
• URN:NBN: urn:nbn:hr:148:239111
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2021-09-29 08:23:31