AI jako nástroj růstu start-upů: dopady na marketingové procesy a pracovní náplň marketérů

This master's thesis examines the extent to which artificial intelligence increases the efficiency of marketing processes and how it changes the work content of marketers, with an emphasis on the start-up environment. The research is based on ten semi-structured interviews with marketers from start-ups, corporations and agencies, analysed through thematic analysis. The findings show that AI takes over mainly routine and executional tasks, shifting the marketer's role from creation towards editing, oversight and strategy. Work accelerates and output volume grows without loss of quality, though systematic human control remains essential. Rather than replacing employees, augmentation prevails: firms first attempt to solve new tasks with AI before considering hiring, with the impact concentrated on junior positions. Critical thinking and domain know-how, rather than prompting technique, emerge as the key competencies. The thesis further identifies differing speeds of AI adoption between start-ups and corporations and formulates a link between a firm's organisational context and its choice of AI tool. For start-ups, AI thus levels the competitive playing field, enabling small teams to compete with much larger players.