Vpliv umetne inteligence na digitalni marketing

magistrsko delo

Tjaša Malok (Author), Simona Sternad (Mentor)

Abstract

Umetna inteligenca vse bolj zaznamuje sodobni digitalni marketing, saj temeljito spreminja načine, kako podjetja ustvarjajo vsebine, komunicirajo z uporabniki in prilagajajo svojo prisotnost v digitalnem okolju. V magistrskem delu je predstavljeno, na kakšne načine podjetja z uporabo umetne inteligence izboljšujejo personalizacijo, napovedujejo vedenje uporabnikov, avtomatizirajo marketinške procese ter vzpostavljajo bolj relevantno in učinkovito komunikacijo s ciljnim občinstvom. Ob tem naloga izpostavlja tudi ključne izzive, s katerimi se soočajo podjetja pri implementaciji umetne inteligence, kot so pomanjkanje znanja, visoki stroški, kompleksnost tehnologije ter etični in pravni pomisleki. Analiza primerov iz prakse kaže, da uspešna uvedba umetne inteligence ne zahteva le tehnološke rešitve, temveč tudi premišljen strateški pristop, prilagoditev organizacijskih procesov in odgovorno upravljanje podatkov.

Keywords

umetna inteligenca;digitalni marketing;uporabniške izkušnje;primeri uporabe;

Data

Language:	Slovenian
Year of publishing:	2025
Typology:	2.09 - Master's Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	T. Malok
UDC:	004.8
COBISS:	239991555
Views:	0
Downloads:	94
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	ǂThe ǂimpact of artificial intelligence on digital marketing
Secondary abstract:	Artificial intelligence is increasingly shaping modern digital marketing, fundamentally transforming how companies create content, communicate with users, and adapt their presence in the digital environment. This thesis presents how businesses leverage artificial intelligence to enhance personalization, predict user behavior, automate marketing processes, and establish more relevant and effective communication with their target audiences. In addition, the thesis highlights key challenges companies face when implementing artificial intelligence, such as lack of expertise, high costs, technological complexity, and ethical or legal concerns. The analysis of practical examples shows that the successful integration of artificial intelligence requires more than just a technical solution – it demands a well-considered strategic approach, adjustments to organizational processes, and responsible data management.
Secondary keywords:	artificial intelligence;digital marketing;customer experience;
Type (COBISS):	Master's thesis/paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	1 spletni vir (1 datoteka PDF (73 str.))
ID:	26419307