Integrace umělé inteligence v marketingových odděleních

The topic of this master’s thesis is integrating artificial intelligence in marketing departments. The aim of the thesis is to explore how artificial intelligence influences traditional marketing strategies and operations, and to identify key benefits and challenges associated with its deployment. The theoretical part presents an overview of current applications of artificial intelligence in various fields including marketing and its role in process automation, data analysis, and personalization of customer interactions. The practical part of the thesis is based on qualitative research, which was carried out in the form of in-depth interviews with middle management employees of various marketing departments. Respondents provided information about the practical use of artificial intelligence, ethical aspects, and perception of the effectiveness of these technologies in their organizations. The thesis shows that artificial intelligence is transforming work roles in marketing and making processes more efficient, but its deployment is limited by technological and financial barriers and is often accompanied by distrust in its reliability. This study provides insights into the dynamics of artificial intelligence implementation in the Czech marketing environment and emphasizes the need for professional training for its effective use.