Artificial Intelligence in Brand Communications

Ing. Godlin Joshua Mani Shanthabai Esther

Diplomová práce

Abstract:

This thesis explores how artificial intelligence (AI) is shaping brand communication by examining the impact of AI technologies like machine learning and natural language processing on marketing practices. It specifically investigates how AI is being applied in areas such as customer relationship management, content creation, sentiment analysis, and internal processes within organizations.The primary objective of this research is to provide organizations with insights and recommendations on effectively integrating AI into their communication strategies, while addressing ethical challenges. The aim is to enhance brand-consumer relationships and improve market competitiveness. Current research highlights potential benefits and challenges associated with AI adoption in brand communication, including increased customer engagement, more precise targeting, and concerns regarding data privacy and ethical implications. Through a comprehensive examination of AI’s impact on brand communication, this research aims to offer valuable insights to marketers, brand managers, and industry practitioners navigating the evolving AI-driven landscape of communication strategies.

Keywords

Artificial Intelligence, Brand Communication, Machine Learning, Natural Language Processing, Marketing Practices, Customer Engagement, Content Creation, Sentiment Analysis, Data Privacy, Ethical Challenges, AI-Integration, Targeted Marketing, Brand-Consumer Relationships, Competitive Advantage, Communication Strategies.

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 19. 12. 2024

Obhajoba závěrečné práce

• Obhajoba proběhla 10. 2. 2025
• Vedoucí: doc. Ing. Martin Klepek, Ph.D.
• Oponent: doc. RNDr. Ing. Roman Šperka, Ph.D.

Slezská univerzita v Opavě

Obchodně podnikatelská fakulta v Karviné

Magisterský studijní program / obor:
Economics and Management / Economics and Management