Trendy a etické výzvy zapojení umělé inteligence do digitálního marketingu

The thesis focuses on exploring the question: to what extent can generative artificial intelligence, specifically ChatGPT, replace human work in the creation of digital marketing campaigns, including website development, SEO optimization and ads? And the question: What are the trends and ethical challenges involved? This thesis presents a theoretical overview of current and future trends and ethical issues in AI and digital marketing with practical validation on a real project. In the theoretical part, the thesis discusses current trends in the use of AI in digital marketing, such as personalization, automation and content generation. Particular attention is paid to ethical issues, especially privacy and transparency when professionals work with AI, where it is necessary for clients to know about the use of these technologies. Other ethical challenges are whether AI tools can replace the creativity and personal touch of professionals in marketing practice. The practical part of the thesis focuses on the dpdigital.cz project, where ChatGPT was used for website development, SEO optimization, email campaigns and social media advertising. The results showed that ChatGPT can effectively assist in content generation, website structure and advertising campaign design. Here, AI acts as a powerful assistant that significantly saves time and facilitates routine activities, but key steps such as the actual creation, creative decision-making, strategy and personalization of campaigns remain entirely in the hands of humans and cannot replace them for now. Ethical issues such as data protection, targeting ethics and transparency when incorporating AI into workflows, which are key challenges, are confirmed in the project. Also identified trends such as personalisation, automation and prediction are confirmed in the project. Emphasis is placed on the need to communicate clearly with clients about the use of AI and to ensure that AI does not replace creative and strategic decision-making, which requires a personalised approach from the marketing professional.