Strategicko-kreativní návrh komunikační kampaně pro ChatFalco

The subject of this thesis is the design of an integrated communication campaign for ChatFalco, a new product emerging as an innovator in the field of life insurance. Past marketing campaigns did not yield the desired results; thus, the goal of this thesis is to suggest a communication campaign based on the findings of primary and secondary analysis that will support the profitability of the product. The theoretical framework is established through secondary analysis concerning areas such as life insurance, artificial intelligence, web design and marketing communications. Research areas are identified based on which a primary analysis is conducted through computer-assisted web interviewing. The goal of this research is to understand the parameters of trust in products using artificial intelligence and services operating in the field of life insurance. Research is then broadened with findings from the competition revision and the conditions of trustworthiness of AI systems are then verified in relation to ChatFalco. The analysis suggests a prevailing reluctance to completely replace the human expert in the process. Even though a certain inclination to use artificial intelligence in the life insurance implementation process exists, it is important that clear definitions of responsibilities and demonstrated commitments to security are applied. It is recommended to position the AI system mainly in the role of an assistant that saves time and streamlines the negotiation process, rather than a decision-making tool. The result of this thesis comprises several recommendations for further development of the product and a draft of an integrated communication campaign, which focuses on characteristics of the target audience and reflects the findings from the analytic sections of the thesis. Expert evaluations are carried out, which verify the high quality of the thesis and provide constructive feedback and professional insight for further implementation of the results. The final client evaluation confirms the fulfilment of goals of the thesis and validates that the outputs are worthy of immediate implementation into practice.