20.500.12556/DKUM-97072 Vpliv generativne umetne inteligence na produktivnost v marketinškem komuniciranju The impact of generative artificial intelligence on productivity in marketing communication V magistrskem delu sta obravnavana uporaba generativne umetne inteligence v sodobnem marketinškem okolju in njen vpliv na produktivnost marketinških procesov. V ospredju je primerjava tradicionalnega pristopa k pripravi marketinških vsebin in uporabe orodij generativne umetne inteligence v realnem poslovnem okolju. Raziskava izpostavlja vpliv uporabe generativne umetne inteligence pri pripravi digitalnih oglaševalskih kampanj in spremembe v hitrosti priprave ostalih vsebin, kakovosti zaznanih rezultatov ter dojemanju napak, nadzora in zaupanja v pridobljene rezultate. Raziskava temelji na kombinaciji kvalitativnega in kvantitativnega pristopa ter vključuje analizo preteklih kampanj, izvedbo intervjuja in eksperimentalnega A/B/C-testa. V empiričnem delu je izvedena primerjava treh načinov priprave digitalnih marketinških kampanj: kampanje izkušenega zaposlenega v marketingu brez umetne inteligence, kampanje manj izkušene zaposlene oziroma študentke in kampanje, narejene izključno z uporabo orodij generativne umetne inteligence. Ugotovitve kažejo, da uporaba orodij generativne umetne inteligence prispeva k boljši časovni učinkovitosti in da lahko generira izdelke, ki so primerljivi in celo boljši v posameznih elementih dela. Hkrati uporaba omenjenih orodij zahteva nadzor in kritično presojo uporabnika. Celotno delo potrjuje, da orodja generativne umetne inteligence služijo kot podporno orodje, ki dopolnjuje znanje zaposlenih, ter poudarja pomen odgovornosti uporabnika in premišljene uporabe omenjenih orodij v marketinškem okolju. The thesis examines how generative artificial intelligence is used in modern marketing and how it affects the efficiency of marketing work. It focuses on comparing the traditional way of creating marketing content with the use of generative AI tools in a real business environment. The research explores how generative AI influences the creation of digital advertising campaigns and how it changes the speed of producing other content, the perceived output quality, and the way people perceive mistakes, control, and trust in the outcomes. The research is based on a combination of qualitative and quantitative approaches and includes an analysis of previous campaigns, the conduct of an interview, and an experimental A/B/C test. The empirical part compares three ways of creating digital marketing campaigns: campaigns created by an experienced marketing employee without the use of artificial intelligence, those created by a less experienced employee or student, and campaigns created exclusively with generative artificial intelligence tools. The findings indicate that using generative AI tools can save time and help create content that is comparable to or even better in some aspects than content created without them. At the same time, these tools require human supervision and critical thinking. Overall, the thesis confirms that generative AI tools act as support tools that complement employees’ knowledge and highlights the importance of responsible and thoughtful use of these tools in marketing. umetna inteligenca generativna umetna inteligenca ChatGPT produktivnost v marketingu digitalno oglaševanje študija primera artificial intelligence generative artificial intelligence ChatGPT marketing productivity digital advertising case study true true false Ž. Trontel] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2026-02-16 09:03:37 2026-03-26 09:35:37 2026-03-27 03:09:22 0000-00-00 00:00:00 2026 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 004.8:339.13 273120003 MAG_Trontel_Zan_2026.pdf MAG_Trontel_Zan_2026.pdf 1 A5CC1BAB89C875D6FCCE5E57056CFF2D 176aa644918c01542f00d5824c5b935a44c3094b41635059d06410651b43e4d2 da97d20a-1865-11f1-b8bb-00155d580e1a https://dk.um.si/Dokument.php?lang=slv&id=204269 Ekonomsko-poslovna fakulteta 0 0 0