Vpliv generativne umetne inteligence na produktivnost v marketinškem komuniciranju

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Title:	Vpliv generativne umetne inteligence na produktivnost v marketinškem komuniciranju
Authors:	ID Trontel, Žan (Author) ID Malc, Domen (Mentor) More about this mentor...
Files:	MAG_Trontel_Zan_2026.pdf (6,63 MB) MD5: A5CC1BAB89C875D6FCCE5E57056CFF2D
Language:	Slovenian
Work type:	Master's thesis/paper
Typology:	2.09 - Master's Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	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.
Keywords:	umetna inteligenca, generativna umetna inteligenca, ChatGPT, produktivnost v marketingu, digitalno oglaševanje, študija primera
Place of publishing:	Maribor
Publisher:	Ž. Trontel]
Year of publishing:	2026
PID:	20.500.12556/DKUM-97072
UDC:	004.8:339.13
COBISS.SI-ID:	273120003
Publication date in DKUM:	26.03.2026
Views:	347
Downloads:	63
Metadata:
Categories:	EPF
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Licences

License:	CC BY-NC-SA 4.0, Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International

Link:	http://creativecommons.org/licenses/by-nc-sa/4.0/
Description:	A Creative Commons license that bans commercial use and requires the user to release any modified works under this license.
Licensing start date:	16.02.2026

Secondary language

Language:	English
Title:	The impact of generative artificial intelligence on productivity in marketing communication
Abstract:	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.
Keywords:	artificial intelligence, generative artificial intelligence, ChatGPT, marketing productivity, digital advertising, case study

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