Vnímání marketingového obsahu na sociálních sítích vytvořeného generativní umělou inteligencí

The diploma thesis focuses on consumer perceptions of content generated by artificial intelligence on social media. The theoretical part introduces the basic terminology and history of AI, its applications in marketing, and the existing literature related to the perception of this technology. The research consists of a series of exploratory in-depth interviews aimed at gaining a deeper understanding of how AI-generated content is perceived and identifying the factors influencing these attitudes. These interviews are followed by a survey designed to quantify the findings. The primary goal of the thesis is to identify consumer attitudes towards AI-generated marketing content encountered on social media. A secondary objective is to assess additional factors related to these attitudes and evaluate whether consumers are even capable of recognizing marketing content generated by AI. The outcome of the thesis is the identification of these attitudes and factors, along with recommendations for marketers on how to effectively utilize AI in the creation of marketing.