20.500.12556/DKUM-93227 Uporaba ai v marketinškem komuniciranju Ai applications in marketing communication Diplomsko delo obravnava vpliv umetne inteligence (AI) na sodobno marketinško komuniciranje, ki postaja vse bolj odvisno od digitalnih orodij, podatkovne analitike in avtomatizacije. Namen raziskave je bil preučiti, kako se s pomočjo AI spreminjajo tradicionalni pristopi k oglaševanju, prodaji in odnosom z javnostmi, ter v kolikšni meri uporaba teh tehnologij prispeva k večji učinkovitosti in konkurenčnosti podjetij. V teoretičnem delu so predstavljeni osnovni pojmi in modeli marketinškega komuniciranja, vključno z razlago procesov, oblikovanja sporočila in uporabe posameznih komunikacijskih kanalov. S poudarkom na vlogi umetne inteligence je prikazano, kako AI omogoča višjo stopnjo personalizacije, avtomatizirano prilagajanje vsebin, analizo podatkov v realnem času ter merjenje učinkovitosti kampanj. Posebna pozornost je namenjena tudi etičnim izzivom, varstvu podatkov ter vprašanju človeškega nadzora pri avtomatiziranih procesih. Empirični del temelji na študiji primera podjetja Nike, ki že aktivno uporablja AI v svoji marketinški strategiji. Z uporabo intervjujev in analizo sekundarnih virov sem raziskala, kako konkretna podjetja uvajajo AI v svojo komunikacijo s potrošniki, na katerih področjih dosegajo izboljšave in s kakšnimi izzivi se pri tem soočajo. Ugotovitve kažejo, da umetna inteligenca pomembno prispeva k povečani angažiranosti uporabnikov, optimizaciji stroškov in boljšemu ciljanju občinstva, hkrati pa zahteva spremembe v organizacijski strukturi in razumevanje tehnoloških omejitev. Delo dokazuje, da postaja umetna inteligenca ključno orodje v sodobnem marketinškem komuniciranju in da podjetja, ki jo uspešno integrirajo, dosegajo trajnejše konkurenčne prednosti. V prihodnosti bo znanje o uporabi AI v marketingu nepogrešljivo za vse, ki želijo graditi relevantne in učinkovite blagovne znamke v digitalni dobi. This thesis explores the impact of artificial intelligence (AI) on modern marketing communication, a field increasingly shaped by digital tools, data analytics, and automation. The purpose of the research is to examine how AI is transforming traditional approaches to advertising, sales, and public relations, and to what extent its use contributes to the efficiency and competitiveness of companies. The theoretical part presents the fundamental concepts and models of marketing communication, including an overview of communication processes, message design, and the use of specific channels. Emphasis is placed on the role of AI in enabling higher levels of personalization, automated content customization, real-time data analysis, and campaign performance measurement. Special attention is given to ethical challenges, data protection, and the need for human oversight in automated systems. The empirical part is based on a case study of the company Nike, which actively integrates AI into its marketing strategy. Through interviews and secondary data analysis, the study investigates how AI is implemented in real business contexts, where improvements are being achieved, and what challenges companies face. The findings show that AI significantly increases user engagement, optimizes marketing costs, and improves audience targeting, while also requiring organizational changes and an understanding of technological limitations. The research confirms that artificial intelligence is becoming a crucial tool in modern marketing communication. Companies that successfully integrate AI into their strategies are more likely to gain lasting competitive advantages. In the future, knowledge of AI applications in marketing will be essential for building relevant and effective brands in the digital age. umetna inteligenca marketinško komuniciranje digitalni marketing avtomatizacija personalizacija. artificial intelligence marketing communication digital marketing automation personalization. true true false N. Dineva] Slovenski jezik Angleški jezik Diplomsko delo/naloga 2025-06-13 16:40:07 2025-10-27 08:41:43 2025-10-28 03:24:10 0000-00-00 00:00:00 2025 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 004.8:659.3 254808067 UN_Dineva_Natasha_2025.pdf UN_Dineva_Natasha_2025.pdf 1 72A7FC70594F600807BE6471F6B447B9 c17820746da8419bec1549bc34c1d2ee6b5120c33e1de6b9de2963716e3d1723 32f264f9-87f5-11f0-96a7-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=197333 Ekonomsko-poslovna fakulteta 0 0 0