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.
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