20.500.12556/RUL-161899 Vpliv umetne inteligence na marketinško prakso diplomsko delo The impact of artificial intelligence on marketing practice 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. 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. umetna inteligenca digitalni marketing personalizacija potrošnikove izkušnje študija primera artificial intelligence digital marketing personalized customer experience case study true true false Š. Kregar Slovenski jezik Angleški jezik Diplomsko delo/naloga 2024-09-15 08:31:18 2024-09-15 08:31:22 2024-10-07 15:03:27 0000-00-00 00:00:00 2024 0 Ljubljana 0 Ljubljana 1 spletni vir (1 datoteka PDF (62 str.)) 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 004.8:339.138:004.738.5(043.2) 166900 210542083 15551.pdf 15551.pdf 1 DD230EED6638537C8D30712C332AE26E 1a0b29ef9332467b3005978590417e66b3b9e16fe5d7ada92e8ec5c2fa86ac28 0a61aacd-732c-11ef-b232-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=190892 Fakulteta za družbene vede 0 0 0