20.500.12556/DKUM-98763 Uporaba umetne inteligence pri generiranju vsebin za odločanje v marketingu Use of artificial intelligence in generating content for decision-making in marketing Raziskuje se vloga umetne inteligence pri ustvarjanju generiranih vsebin za odločanje v marketingu ter njen vpliv na vedenje potrošnikov v digitalnem okolju. Osredotoča se na dojemanje generiranih vsebin z umetno inteligenco, zlasti na zaupanje, avtentičnost, kredibilnost ter vpliv teh dejavnikov na nakupno namero in odnos do blagovnih znamk. Magistrsko delo preverja štiri hipoteze, ki se nanašajo na poznavanjem umetne inteligence, zaznano avtentičnostjo in kredibilnostjo vsebin umetne inteligence, razlikami med vrstami vsebin ustvarjenih z umetno inteligenco ter vplivom personalizacije na angažiranost potrošnikov. Ugotovili smo, da ima umetna inteligenca v marketingu pomemben vpliv na potrošniško vedenje, pri čemer ključno vlogo igrajo dejavniki poznavanja, zaznane avtentičnosti, vrste vsebine in personalizacije. The study investigates the role of artificial intelligence in the creation of generated content for marketing purposes and its impact on consumer behavior in the digital environment. It focuses on the perception of AI-generated content, particularly trust, authenticity, credibility, and the influence of these factors on purchase intention and brand attitude. The master’s thesis examines four hypotheses related to the relationship between consumers’ knowledge of artificial intelligence, perceived authenticity and credibility of AI-generated content, differences between types of content, and the impact of personalization on consumer engagement. The findings indicate that artificial intelligence has a significant impact on consumer behavior in marketing, where key roles are played by factors such as knowledge, perceived authenticity, content type, and personalization. umetna inteligenca generirane vsebine potrošnik marketing nakupna namera artificial intelligence generated content consumer marketing purchase intention true true false N. Zavec] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2026-07-06 21:33:07 2026-09-10 10:49:56 2026-09-11 03:08:01 0000-00-00 00:00:00 2026 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 004.8:339.138 290631939 MAG_Zavec_Neja_2026.pdf MAG_Zavec_Neja_2026.pdf 1 2D624C435D4CBF7F97266AC63BCFA1F3 8ea8fd46b529bd77566b72d3060631932b978484afb24b8a54f32db304c14184 272220a0-a608-11f1-9be0-00155d0001be https://dk.um.si/Dokument.php?lang=slv&id=211173 Ekonomsko-poslovna fakulteta 0 0 0