20.500.12556/DKUM-93101 Uporaba ai v oglaševalskih agencijah The use of artificial intelligence in advertising agencies Diplomsko delo obravnava uporabo umetne inteligence v oglaševalskih agencijah, s poudarkom na njenem vplivu na delovanje in razvoj agencij v Sloveniji. V teoretičnem delu so predstavljene temeljne značilnosti oglaševanja, delovanje oglaševalskih agencij ter ključni vidiki umetne inteligence in njene uporabe v marketinškem okolju. Empirični del temelji na kvalitativni raziskavi, izvedeni med slovenskimi oglaševalskimi agencijami, v kateri so sodelujoči predstavili svoje poglede na vključevanje umetne inteligence v vsakodnevne delovne procese. Rezultati raziskave kažejo, da oglaševalske agencije umetno inteligenco večinoma dojemajo kot podporno orodje, ki omogoča večjo učinkovitost, hitrejše procese in boljše ciljanje občinstva. Uporaba AI se najpogosteje pojavlja na področjih ustvarjanja vsebin, analize podatkov ter avtomatizacije nalog. Kljub številnim prednostim se agencije soočajo tudi z izzivi, kot so pomanjkanje specifičnega znanja, etični pomisleki ter vprašanje, kako ohraniti človeško kreativnost v digitalnem okolju. Ugotovitve tako osvetljujejo trenutno stanje in prihodnje izzive pri vključevanju umetne inteligence v oglaševalsko prakso. The thesis explores the use of artificial intelligence in advertising agencies, with a focus on its impact on the functioning and development of agencies in Slovenia. The theoretical part presents the fundamental characteristics of advertising, the operation of advertising agencies, and the key aspects of artificial intelligence and its application in the marketing environment. The empirical part is based on a qualitative study conducted among Slovenian advertising agencies, in which participants shared their views on the integration of artificial intelligence into everyday work processes. The research results show that advertising agencies mostly perceive artificial intelligence as a supportive tool that enables greater efficiency, faster processes, and better audience targeting. AI is most commonly used in content creation, data analysis, and task automation. Despite its many advantages, agencies also face challenges such as a lack of specific knowledge, ethical concerns, and the question of how to preserve human creativity in a digital environment. The findings thus shed light on the current state and future challenges of incorporating artificial intelligence into advertising practice. umetna inteligenca oglaševanje oglaševalske agencije AI orodja marketing. artificial intelligence advertising advertising agencies AI tools marketing. true true false V. Golubova] Slovenski jezik Angleški jezik Diplomsko delo/naloga 2025-06-05 21:44:33 2025-09-23 11:48:14 2025-09-24 03:21:21 0000-00-00 00:00:00 2025 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 004.8:659.1 249999363 UN_Golubova_Viktorija_2025.pdf UN_Golubova_Viktorija_2025.pdf 1 B154F9A5C76CB08DCC1BE58BC3CADC01 cbd8565ed2fa7da034f3e1f98baec7f0993d6a43e7fe1f69184511a235548927 7f74dd92-88a6-11f0-82a8-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=197448 Ekonomsko-poslovna fakulteta 0 0 0