Návrh integrace AI do marketingové komunikace společnosti DPD

This Master’s Thesis proposes a design for integrating artificial intelligence into the marketing communication of DPD CZ. The aim is to develop a methodologically grounded and practically feasible proposal that reflects the limited availability of internal data and is based on a qualitative case study. The methodology combines an analysis of publicly available materials, benchmarking of selected external case studies, and a semi-structured interview with the company’s contact person. The output is a proposed process and organisational setup for using AI in marketing, including recommendations on tool selection, roles, and control mechanisms. The proposal also addresses governance requirements and outlines a realistic implementation framework within the Czech market context. It includes an identification of risks and measures intended to reduce the likelihood of reputational, legal, and operational impacts associated with the use of generative AI in marketing communication. The final part of the design chapter presents a feasibility demonstration, in which the author followed the proposed procedure and verified its practical feasibility on a specific example.