Porovnání marketingové komunikace tvořené umělou inteligencí a člověkem ve zdravotnickém sektoru

This bachelor's thesis compares marketing communication created by a human author with marketing communication created with the help of artificial intelligence in the healthcare sector. The comparison is carried out as a case study of a private healthcare facility specialising in paediatric physiotherapy in Prague. The theoretical part of the thesis defines the role of artificial intelligence in contemporary marketing, its benefits and limitations in advertising and content creation, as well as the specifics of healthcare marketing, which places increased demands on credibility, professional appearance and adherence to the formal requirements of communication. The empirical part is built on two parallel experiments conducted on the META platform. The first experiment compares outputs in paid PPC communication, while the second experiment monitors outputs of organic communication on the social network Instagram, specifically posts and stories. In both experiments, variants created predominantly by a human author and variants created predominantly with the help of artificial intelligence are published in parallel, with selected performance metrics available in the tools of the META platform being monitored, along with the time required to create the individual outputs. The results indicate that neither of the approaches can be designated as universally better and that the differences between them manifest themselves differently in paid and in organic communication. The thesis thus provides an empirical insight into the areas in which artificial intelligence can serve as a fully-fledged marketing tool, and the areas in which it encounters its limitations, with particular regard to the specific requirements of healthcare marketing.