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undergraduate thesis
Potencijal primjene umjetne inteligencije u marketingu
2024. urn:nbn:hr:124:097368
Karačić, Marija
University of Split
Faculty of economics Split

Cite this document

Karačić, M. (2024). Potencijal primjene umjetne inteligencije u marketingu (Undergraduate thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:097368

Karačić, Marija. "Potencijal primjene umjetne inteligencije u marketingu." Undergraduate thesis, University of Split, Faculty of economics Split, 2024. https://urn.nsk.hr/urn:nbn:hr:124:097368

Karačić, Marija. "Potencijal primjene umjetne inteligencije u marketingu." Undergraduate thesis, University of Split, Faculty of economics Split, 2024. https://urn.nsk.hr/urn:nbn:hr:124:097368

Karačić, M. (2024). 'Potencijal primjene umjetne inteligencije u marketingu', Undergraduate thesis, University of Split, Faculty of economics Split, accessed 14 January 2025, https://urn.nsk.hr/urn:nbn:hr:124:097368

Karačić M. Potencijal primjene umjetne inteligencije u marketingu [Undergraduate thesis]. Split: University of Split, Faculty of economics Split; 2024 [cited 2025 January 14] Available at: https://urn.nsk.hr/urn:nbn:hr:124:097368

M. Karačić, "Potencijal primjene umjetne inteligencije u marketingu", Undergraduate thesis, University of Split, Faculty of economics Split, Split, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:124:097368

Metadata
TitlePotencijal primjene umjetne inteligencije u marketingu
Title (english)Potential of application of artificial intelligence in marketing
AuthorMarija Karačić
MentorGoran Dedić (mentor)
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2024-09-20, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Umjetna inteligencija (UI) mijenja paradigmu marketinga, omogućujući napredne strategije personalizacije i automatizacije kroz analizu velikih količina podataka u stvarnom vremenu. Personalizacija, kao ključni aspekt UI-a, omogućuje tvrtkama da razumiju i odgovore na individualne potrebe potrošača, značajno povećavajući njihov angažman i zadržavanje. Primjeri implementacije u tvrtkama poput Netflixa, Amazona, Spotifya i Sephore pokazuju kako UI može povećati povrat na ulaganje (ROI) i stvoriti konkurentsku prednost. Međutim, implementacija UI-a donosi i izazove, poput pristranosti algoritama i pitanja privatnosti podataka. Algoritmi strojnog učenja mogu zadržati ili čak pojačati postojeće pristranosti u podacima, što može dovesti do diskriminacije. Također, upravljanje osobnim podacima postavlja pitanje etike i usklađenosti sa zakonskim regulativama. Ključne preporuke za buduću primjenu UI-a uključuju razvoj objašnjivih i transparentnih algoritama te održavanje ravnoteže između automatizacije i ljudskog faktora. Održiv uspjeh u primjeni UI-a zahtijeva odgovoran i strateški pristup, uzimajući u obzir etička pitanja i dugoročne implikacije za korisnike i društvo.
Abstract (english)
Artificial intelligence (AI) is reshaping the marketing paradigm by enabling advanced personalization and automation strategies through real-time analysis of large datasets. Personalization, a key aspect of AI, allows companies to understand and respond to individual consumer needs, significantly increasing user engagement and retention. Examples of AI implementation in companies like Netflix, Amazon, Spotify, and Sephora demonstrate how AI can enhance return on investment (ROI) and create a competitive edge. However, the implementation of AI also presents challenges such as algorithmic bias and data privacy concerns. Machine learning algorithms can retain or even amplify existing biases in the data, potentially leading to discrimination. Additionally, the management of personal data raises ethical questions and the need for compliance with legal regulations. Key recommendations for the future application of AI include the development of explainable and transparent algorithms and maintaining a balance between automation and the human factor. Sustainable success in applying AI requires a responsible and strategic approach, considering ethical issues and long-term implications for users and society.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:097368
Study programmeTitle: Business Studies
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni prvostupnik (baccalaureus) ekonomije (sveučilišni prvostupnik (baccalaureus) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2024-09-21 08:50:06