20.500.12556/DKUM-89511 Primeri uporabe umetne inteligence v oglaševanju Examples of the use of AI in advertising Diplomska naloga obravnava uporabo umetne inteligence v oglaševanju in primerja njeno učinkovitost s tradicionalnimi oglaševalskimi metodami. Namen raziskave je bil ugotoviti, kako različne starostne skupine sprejemajo oglase, ustvarjene z umetno inteligenco, v primerjavi s tradicionalnimi oglasi, ter kako te preference vplivajo na njihove nakupne odločitve. Metode uporabljene v pričujoči raziskavi so analize že obstoječih študij v kombinaciji z anketnim vprašalnikom, ki smo ga izvedli. Pomagale so nam križne tabele v programu SPSS. Rezultati so pokazali, da starejši odjemalci raje vidijo tradicionalne oglase, medtem ko so oglasi, ustvarjeni z UI, ocenjeni kot bolj kreativni. Vendar pa so mlajši odjemalci kljub temu raje izbrali tradicionalne oglase pri svojih nakupnih odločitvah. To nakazuje, da kreativnost sama po sebi ni dovolj za povečanje učinkovitosti oglasov, saj odjemalci še vedno vrednotijo pristnost in zaupanje tradicionalnih oglasov. Ugotovitve kažejo na potrebo po kombinaciji kreativnih elementov umetne inteligence z elementi tradicionalnega oglaševanja. Umetna inteligenca ima velik potencial za preoblikovanje oglaševalske industrije, vendar je ključ do uspeha v strateškem pristopu, ki upošteva specifične potrebe in preference ciljnih odjemalcev. This thesis examines the use of artificial intelligence in advertising and compares its effectiveness with traditional advertising methods. The aim of the research was to find out how different age groups perceive AI-generated ads compared to traditional ads, and how these preferences influence their purchasing decisions. The methods used in the present study are analyses of existing studies combined with a survey questionnaire that we carried out. We used cross-tabulations in SPSS. The results showed that older customers prefer traditional ads, while ads created with artificial intelligence are rated as more creative. However, younger consumers still preferred traditional ads in their purchasing decisions. This suggests that creativity alone is not enough to increase the effectiveness of ads, as consumers still value the authenticity and trust of traditional ads. The findings point to the need to combine the creative elements of artificial intelligence with elements of traditional advertising. Artificial intelligence has great potential to transform the advertising industry, but the key to success lies in a strategic approach that takes into account the specific needs and preferences of target consumers. umetna inteligenca oglaševanje marketinško komuniciranje Chat GPT marketing artificial inteligence advertising marketing communication CHAT GPT marketing true true false F. Lovše Slovenski jezik Angleški jezik Diplomsko delo/naloga 2024-07-16 13:18:05 2024-09-26 12:42:53 2024-09-28 03:21:46 0000-00-00 00:00:00 2024 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.1:004.8 209070851 UN_Lovse_Filip_2024.pdf UN_Lovse_Filip_2024.pdf 1 1200B6D31421068B56A48FF3344013F6 3da81cfb0bb4d28b7f1aa05d90b7c5277fe637ce912090bf7f68213e3f2c8b9e deb79268-69e1-11ef-af22-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=184209 Ekonomsko-poslovna fakulteta 0 0 0