Leveraging Artificial Intelligence to Enhance Digital Marketing: An Analysis of Best Practices and Future Directions

Diana Hakobyan

Master's thesis

Anotácia:

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.

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.

Kľúčové slová

decision making, artificial intelligence, digital marketing, ethics, machine learning, consumer behavior, image recognition, natural language processing, voice recognition, deep learning

Keywords

machine learning, voice recognition, image recognition, natural language processing, artificial intelligence, digital marketing, deep learning, consumer decision making, ethics, consumer behavior

Jazyk práce: English

Datum vytvoření / odevzdání či podání práce: 13. 12. 2023

Obhajoba závěrečné práce

• Obhajoba proběhla 29. 1. 2024
• Vedúci: Jan Mareš
• Oponent: Michal Hron

Vysoká škola ekonomická v Praze

Master programme:
Management