20.500.12556/RUL-168731 Uporaba generativne umetne inteligence v digitalnem oglaševanju Generative artifical intelligence in digital advertising Namen magistrskega dela je bil raziskati uporabo generativne umetne inteligence pri ustvarjanju vizualnih vsebin za digitalno oglaševanje ter primerjati kakovost teh vsebin s tradicionalnimi fotografijami. Magistrsko delo se je osredotočilo na preučevanje, ali orodja generativne umetne inteligence ponujajo kakovostne vizualne vsebine, primerne za promocijske namene v digitalnem oglaševanju. Metodologija raziskave je temeljila na subjektivnem ocenjevanju vizualne privlačnosti slik, ustvarjenih z orodji generativne umetne inteligence, v primerjavi s tradicionalnimi fotografijami. Za zbiranje podatkov smo izvedli anketo med širšo javnostjo, ki je ocenjevala privlačnost podobnih si vizualnih vsebin – ene ustvarjene z orodji generativne umetne inteligence in druge, ki so nastale s tradicionalnim pristopom fotografiranja. Dodatno smo izvedli anketo med strokovnjaki s področja digitalnega trženja, da bi ugotovili, katero vrsto slik bi izbrali za promocijske namene v oglasih. Rezultati raziskave so pokazali, da slike, ustvarjene z orodji generativne umetne inteligence, dosežejo podobno ali celo višjo vizualno privlačnost kot tradicionalne fotografije. Ugotovljeno je bilo tudi, da je ustvarjanje slik z orodji generativne umetne inteligence stroškovno bolj ugodno, saj vključuje le dostop do računalniške opreme in orodij za generativno umetno inteligenco, kar pomeni nižje stroške v primerjavi s tradicionalnim ustvarjanjem vizualnih vsebin, ki vključuje obsežno načrtovanje, fotografske storitve in kasnejšo obdelavo. Na podlagi ugotovitev je bilo zaključeno, da generativna umetna inteligenca predstavlja konkurenčno alternativo tradicionalni fotografiji v digitalnem oglaševanju, saj omogoča hitro, učinkovito in stroškovno ugodno ustvarjanje kakovostnega in vizualno privlačnega promocijskega materiala. The aim of this master's thesis was to explore the use of generative artificial intelligence in creating visual content for digital advertising and to compare the quality of this content with traditional photographs. The thesis focused on examining, whether generative artificial intelligence tools provide high quality visual content, suitable for promotional purposes in digital advertising. The research methodology was based on subjective evaluation of the visual appeal of images, created with generative artificial intelligence tools, in comparison to traditional photographs. Data was collected through surveys, conducted among the general public, who assessed the attractiveness of similar visual content – one created with generative artificial intelligence tools and the other produced through traditional photography. Additionally, a survey was conducted among digital marketing experts, to determine which types of images they would select for promotional purposes in advertisements. The results of the research showed that images, created with generative artificial intelligence tools, achieved similar or even higher visual appeal, when compared to traditional photographs. It was also found that creating images with generative artificial intelligence tools is more cost effective, as it only requires access to computer equipment and generative artificial intelligence tools, which results in lower cots in comparison to traditional creation of visual content, which involves extensive planning, photography services and postproduction of the content. Based on the findings, it was concluded that generative artificial intelligence represents a competitive alternative to traditional photography in digital advertising, as it enables fast, efficient and cost-effective creation of high quality and visually appealing promotional material. digitalno oglaševanje generativna umetna inteligenca vizualne vsebine stroški čas digital advertising generative artificial intelligence visual content costs time true false false Slovenski jezik Angleški jezik Magistrsko delo/naloga 2025-04-19 09:00:08 2025-04-19 09:00:14 2025-04-20 04:30:26 0000-00-00 00:00:00 2025 0 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 1970-01-01 105023 24995.pdf 24995.pdf 1 ECEE70D556D83F34FBC8D00E31A85F20 4658831d9703a6075413ac2d002cf5724192ed81491cc905ee6f8a782e5b0739 d228ba46-1cea-11f0-b232-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=209622 24996.pdf 24996.pdf 1 306F3F272F80C10F76AC6DA9BE1A534C 34741da811da4b952218980e913e7f10e21d5d8b12a9142a545b6fc0e25ba3f7 d22a2825-1cea-11f0-b232-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=209623 24997.pdf 24997.pdf 1 53B69CD2FE52A80CE469C56A7EF49B84 7381023e15d2f58620713b7fef28daf67b560b42cadab719f1d7a1e6358ab867 d22ac60a-1cea-11f0-b232-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=209624 24998.pdf 24998.pdf 1 776C21563F1842D10ACCCF6E0CA80C2B a463a29b23c4c7ba4be9a514cd2cad63ba6082f60861ab09e6c94c2c7514459d d22b14af-1cea-11f0-b232-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=209625 Naravoslovnotehniška fakulteta 0 0 0