| Title: | The impact of artificial intelligence in business communication on social networks: a case study |
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| Authors: | ID Kovač, Blaž (Author)
ID Perko, Igor (Mentor) More about this mentor...  |
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| Files: |  VS_Kovac_Blaz_2025.pdf (781,87 KB)
MD5: 95A7D2C1D237D35BAA58F9783A4CE9E6
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| Language: | English |
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| Work type: | Bachelor thesis/paper |
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| Typology: | 2.11 - Undergraduate Thesis |
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| Organization: | EPF - Faculty of Business and Economics
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| Abstract: | 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. |
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| Keywords: | Artificial intelligence, business communication, social networks, comparison. |
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| Place of publishing: | Maribor |
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| Publisher: | B. Kovač] |
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| Year of publishing: | 2025 |
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| PID: | 20.500.12556/DKUM-95014 |
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| UDC: | 004.8:659.3 |
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| COBISS.SI-ID: | 251641347 |
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| Publication date in DKUM: | 03.10.2025 |
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| Views: | 230 |
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| Downloads: | 33 |
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| Metadata: |    |
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| Categories: | EPF
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