Využití generativní umělé inteligence v marketingu

This bachelor thesis explores the potential of generative artificial intelligence (GAI) in marketing, focusing on its ability to generate content for marketing campaigns. The main objective is to evaluate GAI's ability to produce marketing content that is comparable to the creations of marketing/design professionals while having the potential to effectively engage a wide audience. The theoretical part defines artificial intelligence and discusses in detail the concept of GAI and its applications in marketing. The practical part uses quantitative research to evaluate the ability of GAI to produce marketing content through a questionnaire survey and analysis of the generated results. The final section summarizes the findings and presents recommendations for the effective use of GAI in marketing strategies. The research findings show that generative artificial intelligence has the ability to produce visually appealing content that can compete and often surpass human creativity. This ability can be very effective in creating various advertising campaigns. However, research also shows that even though GAI already can produce visually compelling images, there are still subtle clues that distinguish their origin from human creations and thus negatively impact potential customers' perception of the attractiveness of advertising.