Umělá inteligence pro marketing a rozvoj retailových společností

This thesis focuses on the analysis of the role of Artificial Intelligence in marketing and development of retail companies. The main objective is to encourage retailers to increase the usage of AI in marketing strategies, which would facilitate companies’ growth. Four research questions were raised - what role AI plays in marketing, how the implementation of AI tools can contribute to marketing and development, what prerequisites must be taken into account, and what is the future of AI. To answer these questions, in-depth interviews were conducted, which were supported by a theoretical part. The analysis of the results shows that AI strongly influences the field of retail marketing, leading to performance improvement for companies. It impacts both consumer and organizational management. However, the research shows that this approach is still limited and requires human intervention in some aspects. AI technology addresses some ethical issues and requires relevant expertise, which hinders overall implementation.