20.500.12556/DKUM-90387 Umetna inteligenca v oglaševanju Artificial intelligence in advertising Umetna inteligenca (UI) postaja ključno orodje v sodobnem oglaševanju, saj omogoča podjetjem, da na bolj učinkovit način ciljajo na svoje občinstvo, prilagajajo oglase posameznim uporabnikom ter optimizirajo celotne oglaševalske kampanje. S pomočjo naprednih tehnologij, kot so strojno učenje, obdelava naravnega jezika in generativni modeli, podjetja lažje razumejo in se odzivajo na hitro spreminjajoče se potrebe potrošnikov. Tako se lahko hitreje in bolj prilagojeno odzivajo na izzive digitalnega okolja, kar povečuje njihovo konkurenčnost. Diplomska naloga raziskuje, kako umetna inteligenca spreminja in nadgrajuje oglaševalske prakse. Poudarek je na tem, kako UI omogoča podjetjem, da dosežejo višjo stopnjo angažiranosti potrošnikov in izboljšajo učinkovitost svojih oglaševalskih strategij. Poleg tega naloga obravnava tudi izzive, povezane z uporabo umetne inteligence, kot so varnost podatkov in pristranskost algoritmov. Ti izzivi lahko pomembno vplivajo na zanesljivost, etičnost in splošno uspešnost oglaševalskih praks, zato je razumevanje teh vidikov ključno za uspešno implementacijo UI v oglaševanje. Naloga tako ponuja celovit vpogled v potenciale umetne inteligence za preoblikovanje sodobnega oglaševanja, hkrati pa opozarja na pomembne omejitve in etične izzive, ki jih je treba upoštevati pri njeni uporabi. Artificial Intelligence (AI) is becoming a crucial tool in modern advertising, enabling companies to more effectively target their audiences, personalize ads for individual users, and optimize entire advertising campaigns. With advanced technologies such as machine learning, natural language processing, and generative models, businesses can better understand and respond to the rapidly changing needs of consumers. This allows them to react more swiftly and adaptively to the challenges of the digital environment, thereby enhancing their competitiveness. This thesis explores how AI is transforming and enhancing advertising practices. The focus is on how AI allows companies to achieve higher levels of consumer engagement and improve the effectiveness of their advertising strategies. Additionally, the thesis addresses challenges associated with the use of AI, such as data security and algorithmic bias. These challenges can significantly impact the reliability, ethics, and overall success of advertising practices, making it essential to understand these aspects for the successful implementation of AI in advertising. The thesis thus provides a comprehensive insight into the potential of AI to reshape modern advertising, while also highlighting important limitations and ethical challenges that need to be considered in its application. umetna inteligenca oglaševanje personalizacija analiza generiranje optimizacija artificial intelligence advertising personalization analysis generation optimization true true false N. Antolinc Slovenski jezik Angleški jezik Diplomsko delo/naloga 2024-09-02 14:31:28 2024-10-21 10:57:59 2024-10-22 03:10:28 0000-00-00 00:00:00 2024 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 004.8:659.1 212270851 UN_Antolinc_Nika_2024.pdf UN_Antolinc_Nika_2024.pdf 1 7B7EC4DB42792465ACB24C054DF2BAC8 116c8020dede3731e26d882498b4996c6fdcf816988aeb9be962825643fd069d 8db36276-7dbe-11ef-97d8-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=186002 Ekonomsko-poslovna fakulteta 0 0 0