Leveraging Artificial Intelligence to Enhance Digital Marketing: An Analysis of Best Practices and Future Directions
| Thesis title: | Leveraging Artificial Intelligence to Enhance Digital Marketing: An Analysis of Best Practices and Future Directions |
|---|---|
| Author: | Hakobyan, Diana |
| Thesis type: | Diploma thesis |
| Supervisor: | Mareš, Jan |
| Opponents: | Hron, Michal |
| Thesis language: | English |
| Abstract: | 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. |
| Keywords: | machine learning; voice recognition; image recognition; natural language processing; artificial intelligence; digital marketing; deep learning; consumer decision making; ethics; consumer behavior |
| Thesis title: | Leveraging Artificial Intelligence to Enhance Digital Marketing: An Analysis of Best Practices and Future Directions |
|---|---|
| Author: | Hakobyan, Diana |
| Thesis type: | Diplomová práce |
| Supervisor: | Mareš, Jan |
| Opponents: | Hron, Michal |
| Thesis language: | English |
| Abstract: | 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. |
| Keywords: | decision making; artificial intelligence; digital marketing; ethics; machine learning; consumer behavior; image recognition; natural language processing; voice recognition; deep learning |
Information about study
| Study programme: | Management |
|---|---|
| Type of study programme: | Magisterský studijní program |
| Assigned degree: | Ing. |
| Institutions assigning academic degree: | Vysoká škola ekonomická v Praze |
| Faculty: | Faculty of Business Administration |
| Department: | Department of Entrepreneurship |
Information on submission and defense
| Date of assignment: | 1. 3. 2023 |
|---|---|
| Date of submission: | 13. 12. 2023 |
| Date of defense: | 29. 1. 2024 |
| Identifier in the InSIS system: | https://insis.vse.cz/zp/84306/podrobnosti |