The master's thesis examines the emergence and development of new technologies in marketing, which have experienced significant progress over the past decade. The theoretical part analyses selected technologies, including artificial intelligence, the Internet of Things (IoT), robotics, and blockchain, focusing on their impact on marketing processes, the personalisation of consumer experiences, and the optimisation of business decision-making. The research problem stems from the need to understand the extent and actual use of these technologies in Slovenian companies, as well as to identify the key advantages, limitations, and consequences of their implementation. The empirical part is based on a quantitative study conducted through a survey among employees in marketing. The results show that companies adopt new technologies to varying degrees, with artificial intelligence being among the most recognised and widely used, while IoT and robotics remain in earlier stages of implementation. The advantages include increased efficiency, more targeted campaigns, and process automation, while the main barriers are high implementation costs, lack of knowledge, and ethical and security concerns. The thesis provides a comprehensive insight into the state of digital transformation in Slovenian marketing and serves as a basis for further research and strategic planning for the implementation of new technologies.
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