20.500.12556/DKUM-95055 Uporaba umetne inteligence v e-poštnem digitalnem marketingu Using artificial intelligence in e-mail digital marketing Diplomsko delo obravnava uporabo umetne inteligence (UI) v e-poštnem digitalnem marketingu ter njen vpliv na učinkovitost sodobnih marketinških kampanj. Osrednje raziskovalno vprašanje se osredotoča na to, kako lahko umetna inteligenca prispeva k personalizaciji, avtomatizaciji in optimizaciji e-poštnih sporočil ter kakšna so pri tem povezana tveganja in omejitve. Delo analizira temeljne pojme umetne inteligence, digitalnega marketinga in e-poštnega komuniciranja, s posebnim poudarkom na vključevanju naprednih tehnologij v marketinške prakse podjetij. Metodološki pristop temelji na analizi znanstvene in strokovne literature, pregledu sodobnih študij primerov ter sintezi rezultatov empirične raziskave, ki skupaj omogočajo celovit vpogled v teoretične temelje in konkretne prakse uporabe. V okviru dela je izvedena tudi primerjalna analiza pogosto uporabljenih platform, kot so Mailchimp, Klaviyo in ActiveCampaign, ter predstavljen pregled aktualnih trendov, kot so vpeljava velikih jezikovnih modelov in uporaba napovedne analitike. Prvi cilj diplomske naloge je bil ugotoviti, ali umetna inteligenca prispeva k večji angažiranosti uporabnikov pri e-poštnem marketingu. Ugotovitve kažejo, da personalizirane in avtomatizirane kampanje, podprte z umetno inteligenco, dokazano zvišujejo stopnjo odpiranja e-pošte, število klikov in konverzij. Drugi cilj je bil preveriti, kakšna je vloga človeške ustvarjalnosti in empatije v dobi naprednih tehnologij. Rezultati kažejo, da kljub visoki učinkovitosti umetne inteligence v procesih optimizacije in analize ostajata človeški faktor ter pristna komunikacija ključna za dolgoročno uspešnost marketinških prizadevanj. This thesis addresses the use of artificial intelligence (AI) in email digital marketing and its impact on the effectiveness of modern marketing campaigns. The central research question focuses on how AI can contribute to the personalization, automation, and optimization of email communications, and what risks and limitations are associated with these processes. The work analyzes the key concepts of artificial intelligence, digital marketing, and email communication, with a particular emphasis on the integration of advanced technologies into corporate marketing practices. The methodological approach is based on the analysis of scientific and professional literature, a review of contemporary case studies, and the synthesis of results from empirical research, which together provide a comprehensive insight into the theoretical foundations and practical applications of AI in marketing. The thesis also includes a comparative analysis of commonly used platforms, such as Mailchimp, Klaviyo, and ActiveCampaign, and presents an overview of current trends, including the implementation of large language models and the use of predictive analytics. The first objective of the thesis was to determine whether artificial intelligence contributes to greater user engagement in email marketing. The findings show that artificial intelligence supported personalized and automated campaigns significantly increase open rates, click-through rates, and conversions. The second objective was to explore the role of human creativity and empathy in the age of advanced technologies. The results indicate that, despite the high effectiveness of artificial intelligence in optimization and analysis processes, the human factor and authentic communication remain crucial for the long-term success of marketing efforts. umetna inteligenca digitalni marketing e-pošta artificial intelligence digital marketing email true true false L. Buljeta] Slovenski jezik Angleški jezik Diplomsko delo/naloga 2025-09-03 08:58:40 2025-10-22 13:50:28 2025-10-23 03:14:55 0000-00-00 00:00:00 2025 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 004.8:339.13 254316035 UN_Buljeta_Lea_2025.pdf UN_Buljeta_Lea_2025.pdf 1 55780F0FF4A30425E46566BEDF783F70 c8bedbd4ee04aa3b6dce499e5ce30d22a0a3dc5e746bca7c890e64e82de8f696 e4613646-a48d-11f0-861a-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=199722 Ekonomsko-poslovna fakulteta 0 0 0