Usage of Artificial Intelligence Technology in Social Media Marketing

This thesis focuses on artificial intelligence, social networks, and the student association at the Faculty of Informatics and Statistics at the University of Economics in Prague (VŠE) – three areas chosen by the author for exploration. The initial part of the thesis discusses artificial intelligence and social media marketing from a theoretical perspective. It derives essential information to clarify the issues and subsequently applies the acquired theoretical knowledge into practical use. The method of in-depth interviews and analysis of the 4FIS student association helps to understand the functioning of the student organization on social networks and its relationship to generative artificial intelligence. Issues of efficiency, consistency, and lack of time prompt the search for solutions in creating textual content on social networks such as Instagram and Facebook. The most well-known AI tool, ChatGPT in its paid version, is chosen to create custom generative AI. After collecting data, creating guidelines, and testing the finished product, it is deployed for the intended work, and through A/B testing, the author verifies whether the currently advanced generative AI can replace a human not only in work but also in communication style, empathy, and tone when addressing fans on social networks. Qualitative survey research verifies hypotheses and research questions, which the author returns to in the evaluation of the questionnaire and other aspects.