Leveraging Artificial Intelligence to Enhance Digital Marketing: An Analysis of Best Practices and Future Directions
| Název práce: | Leveraging Artificial Intelligence to Enhance Digital Marketing: An Analysis of Best Practices and Future Directions |
|---|---|
| Autor(ka) práce: | Hakobyan, Diana |
| Typ práce: | Diploma thesis |
| Vedoucí práce: | Mareš, Jan |
| Oponenti práce: | Hron, Michal |
| Jazyk práce: | English |
| Abstrakt: | This master's thesis aims to comprehensively understand diverse AI models in digital marketing, empowering practitioners to enhance customer-brand engagement strategically. By bridging theory from the literature review and practical implementations from the in-depth expert interviews, it outlines specific AI tools, platforms, and applications, emphasizing advantages while addressing potential drawbacks. As a roadmap for future trends, the research examines ethical considerations, providing guidelines for responsible AI practices. The study concludes with practical recommendations to optimize AI adoption, contributing to advancing knowledge and aligning with global best practices in the field. |
| Klíčová slova: | machine learning; voice recognition; image recognition; natural language processing; artificial intelligence; digital marketing; deep learning; consumer decision making; ethics; consumer behavior |
| Název práce: | Leveraging Artificial Intelligence to Enhance Digital Marketing: An Analysis of Best Practices and Future Directions |
|---|---|
| Autor(ka) práce: | Hakobyan, Diana |
| Typ práce: | Diplomová práce |
| Vedoucí práce: | Mareš, Jan |
| Oponenti práce: | Hron, Michal |
| Jazyk práce: | English |
| Abstrakt: | This master's thesis aims to comprehensively understand diverse AI models in digital marketing, empowering practitioners to enhance customer-brand engagement strategically. By bridging theory from the literature review and practical implementations from the in-depth expert interviews, it outlines specific AI tools, platforms, and applications, emphasizing advantages while addressing potential drawbacks. As a roadmap for future trends, the research examines ethical considerations, providing guidelines for responsible AI practices. The study concludes with practical recommendations to optimize AI adoption, contributing to advancing knowledge and aligning with global best practices in the field. |
| Klíčová slova: | decision making; artificial intelligence; digital marketing; ethics; machine learning; consumer behavior; image recognition; natural language processing; voice recognition; deep learning |
Informace o studiu
| Studijní program / obor: | Management |
|---|---|
| Typ studijního programu: | Magisterský studijní program |
| Přidělovaná hodnost: | Ing. |
| Instituce přidělující hodnost: | Vysoká škola ekonomická v Praze |
| Fakulta: | Fakulta podnikohospodářská |
| Katedra: | Katedra podnikání |
Informace o odevzdání a obhajobě
| Datum zadání práce: | 1. 3. 2023 |
|---|---|
| Datum podání práce: | 13. 12. 2023 |
| Datum obhajoby: | 29. 1. 2024 |
| Identifikátor v systému InSIS: | https://insis.vse.cz/zp/84306/podrobnosti |