Perception of Artificial Intelligence in Marketing Communication

The aim of this thesis is to uncover the perceptions of marketing managers and representatives of Generation Z in the Czech Republic towards generative artificial intelligence (AI) in marketing communication and to identify trends in this technology. The theoretical part defines the communication mix, digital marketing, and delves into generative AI, its trends, and applications. It also includes a literature review on the topic of generative AI, consumers, and management. For the purpose of achieving the aim, semi-structured interviews were conducted in the practical part where experienced marketing managers and experts in generative AI were interviewed. These interviews were analyzed using thematic analysis in the Condens application. Another method used was the CAWI survey method, which was evaluated using SPSS MBI software. This approach enriched key themes and provided a fundamental understanding of how Generation Z consumers perceive generative AI in marketing communication. Insights from webinars on this topic deepened the understanding of trends and opportunities associated with generative AI. Using these methods, the research questions were answered, and specific recommendations were proposed for companies considering the implementation of generative AI in their marketing strategies.