diplomsko delo
Špela Kregar (Author), Anže Burger (Mentor)

Abstract

Diplomsko delo obravnava razvoj umetne inteligence skozi zgodovino, pogoje potrebne za njeno praktično aplikacijo ter kako so le-ti napredovali v zadnjih letih. V podrobni pregled je vzet kontekst digitalizirane družbe, s pregledom potrošnika 2.0, kohort generacij in njihovih vedenjskih vzorcev pa se ugotavlja kakšno vlogo ima umetna inteligenca pri potrošnikovi izkušnji. Napovedi uspešnosti umetne inteligence v sferi marketinga služijo za ugotavljanje priložnosti praktične uporabe, ker pa gre za povsem nove tehnike, je narejen pregled vpliva na družbo, etičnost, varstvo potrošnikov in njihovih podatkov z vidika zmanjševanja tveganj in negativnih posledic na podjetje in njihove stranke. Popis novih tehnologij umetne inteligence v marketingu vključuje podrobnejši vpogled v uporabo umetne inteligence za analitično izdelavo segmentov, personalizacijo potrošnikove izkušnje ter optimizacije digitalnega marketinga. Trendi uporabe umetne inteligence orišejo situacijo s katero se soočajo tržniki, ter povzamejo stanje prilagoditve na spremembe. Delo se zaključi s študijo primera aplikacije umetne inteligence v marketingu podjetja Farfetch UK Limited.

Keywords

umetna inteligenca;digitalni marketing;personalizacija potrošnikove izkušnje;študija primera;

Data

Language: Slovenian
Year of publishing:
Typology: 2.11 - Undergraduate Thesis
Organization: UL FDV - Faculty of Social Sciences
Publisher: [Š. Kregar]
UDC: 004.8:339.138:004.738.5(043.2)
COBISS: 210542083 Link will open in a new window
Views: 75
Downloads: 61
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Other data

Secondary language: English
Secondary title: The impact of artificial intelligence on marketing practice
Secondary abstract: The thesis addresses the development of artificial intelligence throughout history, the conditions necessary for its practical application, and how these have advanced in recent years. It provides a detailed overview within the context of a digitized society, examining the role of artificial intelligence in the consumer experience by analyzing Consumer 2.0, generational cohorts, and their behavioral patterns. Predictions of artificial intelligence's success in the marketing sphere are used to identify practical application opportunities. Since these are entirely new technologies, the thesis reviews the impact on society, ethics, consumer protection, and data protection from the perspective of reducing risks and negative consequences for companies and their customers. A detailed look at the application of artificial intelligence in marketing is included, particularly its use for analytical segment creation, personalizing the consumer experience, and optimizing digital marketing. Trends in the use of artificial intelligence outline the challenges faced by marketers and summarize the state of adoption. The thesis concludes with a case study of the company Farfetch Limited and its application of artificial intelligence in marketing.
Secondary keywords: artificial intelligence;digital marketing;personalized customer experience;case study;Umetna inteligenca;Internetno trženje;Potrošniki;Univerzitetna in visokošolska dela;
Type (COBISS): Bachelor thesis/paper
Study programme: 0
Embargo end date (OpenAIRE): 1970-01-01
Thesis comment: Univ. v Ljubljani, Fak. za družbene vede
Pages: 1 spletni vir (1 datoteka PDF (62 str.))
ID: 25059940