20.500.12556/DKUM-95014 The impact of artificial intelligence in business communication on social networks: a case study Vpliv umetne inteligence pri poslovnem komuniciranju na družbenih omrežjih: analiza primera Artificial intelligence has revolutionised the way we communicate in recent years, especially on social networks, where communication is fast and large-scaled. Companies are also using artificial intelligence to communicate with customers, including automating messages intended for customer acquisition, which raises a key question: how effective are messages created with artificial intelligence compared to messages written without artificial intelligence? This thesis analyses the impact of artificial intelligence on business communication using the example of company X. The research compares the effectiveness of messages created with artificial intelligence with messages written without artificial intelligence in the form of LinkedIn outreach, focusing on two key performance indicators: the response rate to the messages and the number of video calls made with potential customers. In addition, the time efficiency of preparing content for messages with and without artificial intelligence was also analysed. The results show that messages created with artificial intelligence were not only faster to prepare but also achieved higher response rates and a higher number of scheduled video calls with customers compared to messages written without artificial intelligence. This thesis contributes to a better understanding of the role of artificial intelligence in modern business communication and offers insights into its value in connecting with potential customers via social networks, using a practical example. Umetna inteligenca je v zadnjih letih močno spremenila načine komuniciranja, zlasti na družbenih omrežjih, kjer je komunikacija hitra in obsežna. Podjetja uporabljajo umetno inteligenco tudi pri komuniciranju s strankami, med drugim tudi za avtomatizacijo sporočil z namenom pridobivanja strank, pri čemer se postavlja ključno vprašanje: kako učinkovita so sporočila, ustvarjena z umetno inteligenco, v primerjavi z napisanimi sporočili brez njene uporabe? Diplomsko delo analizira vpliv umetne inteligence na poslovno komuniciranje na primeru podjetja X. Raziskava primerja učinkovitost sporočil, ustvarjenih z umetno inteligenco, s sporočili napisanimi brez umetne inteligence v okviru nagovora preko platforme LinkedIn, s poudarkom na dveh ključnih kazalnikih uspešnosti: odzivnosti na sporočila in številu pridobljenih video klicev s potencialnimi strankami. Poleg tega je bila analizirana tudi časovna učinkovitost priprave vsebine za sporočila z umetno inteligenco in brez nje. Rezultati kažejo, da so bila sporočila, ustvarjena s pomočjo umetne inteligence, ne le hitrejša za pripravo, temveč so tudi dosegla višjo stopnjo odzivnosti in večje število dogovorjenih video klicev s strankami v primerjavi z sporočili napisanimi brez umetne inteligence. Diplomska naloga tako prispeva k boljšemu razumevanju vloge umetne inteligence v sodobnem poslovnem komuniciranju in ponuja vpogled v njeno vrednost pri navezovanju stikov s potencialnimi strankami preko družbenih omrežij na praktičnem primeru. Artificial intelligence business communication social networks comparison. Umetna inteligenca poslovno komuniciranje družbena omrežja primerjava. true true false B. Kovač] Angleški jezik Slovenski jezik Diplomsko delo/naloga 2025-09-01 22:23:47 2025-10-03 11:23:01 2025-10-04 03:23:15 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 251641347 VS_Kovac_Blaz_2025.pdf VS_Kovac_Blaz_2025.pdf 1 95A7D2C1D237D35BAA58F9783A4CE9E6 e02f880a28626cc0c02b57d03d01b54faa4effcc0efaf72274087c2ec4b08fc2 af637f98-9718-11f0-b110-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=198913 Ekonomsko-poslovna fakulteta 0 0 0