Applications of AI in Marketing Communications and the General Public’s Perception
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| Dokumentumtípus: | Diplomadolgozat |
| Kulcsszavak: | European Union marketing marketing communication online marketing public perception |
| Online Access: | http://dolgozattar.uni-bge.hu/57354 |
| Kivonat: | My thesis examines the applications of artificial intelligence (AI) in marketing communications and explores the public’s perception of it. By combining a review of relevant literature with primary research methods (online survey, interview) it investigates how AI is transforming marketing processes, including personalization, customer engagement, and decision-making. My research emphasised that while AI could offer significant advantages, it also poses ethical concerns. It highlights the need for regulations, for example, the EU AI Act, in addressing these challenges. Additionally, it investigates the generational gap in AI adoption and the challenges experienced by large enterprises and SMEs in utilizing AI to its potential. Finally, my thesis mentions the opportunities and risks associated with AI in marketing and offers suggestions to understand this ever-changing topic. |
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