20.500.12556/DKUM-95453 Človek ali generativna umetna inteligenca: Primerjava dojemanja oglasov glede na izvor primerjava dojemanja oglasov glede na izvor Human or generative artificial inteligence: Comparison of advertisement perception based on source magistrsko delo V magistrskem delu smo predstavili dojemanje oglasov, ustvarjenih z generativno umetno inteligenco v primerjavi s človeško ustvarjenimi. Z empirično raziskavo smo na vzorcu slovenskih potrošnikov ugotovili, da med oglasi, ustvarjenimi z umetno inteligenco in človeško ustvarjenimi, ni statistično pomembnih razlik v všečnosti, kadar avtorstvo ni označeno. V nasprotnem primeru so razlike statistično pomembne, in sicer so človeško ustvarjeni oglasi bolj všečni kot oglasi, ustvarjeni z umetno inteligenco. Rezultati naše raziskave so pokazali tudi, da je naklonjenost umetni inteligenci pozitivno povezana z všečnostjo obeh tipov oglasov, ne glede na to, ali je njihovo avtorstvo razkrito ali ne. In the master’s thesis, we presented the perception of advertisements created with generative artificial intelligence compared to those created by humans. Through an empirical study conducted on a sample of Slovenian consumers, we found that there are no statistically significant differences in likability between advertisements generated by artificial intelligence and those generated by humans when authorship is not disclosed. Conversely, when authorship is disclosed, the differences are statistically significant, with human-created advertisements being more likable than those generated by artificial intelligence. Our research also showed that favourability of artificial intelligence is positively associated with the likability of both types of advertisements, regardless of whether their authorship is disclosed. generativna umetna inteligenca oglas oglaševanje všečnost izvor oglasa generative artificial intelligence advertisement advertising likeability ad source true true false [T. Verdev] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2025-09-19 00:02:24 2025-10-15 13:39:07 2025-11-07 03:14:25 0000-00-00 00:00:00 2025 0 Maribor 0 Maribor 1 spletni vir (1 datoteka PDF (VIII, 102 str.)) 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.1+004.8(043.2) 256079619 MAG_Verdev_Timotej_2025.pdf MAG_Verdev_Timotej_2025.pdf 1 08644567626CDC8C8830DF6910E8DD88 0e45617f9a907a31f1ee9af734bb287efc2d14b44f58e81a4ad1a356c4c19ea7 33fd5b91-a2df-11f0-9cf6-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=199631 Fakulteta za elektrotehniko, računalništvo in informatiko 0 0 0