Uporaba umetne inteligence pri generiranju vsebin za odločanje v marketingu

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Title:	Uporaba umetne inteligence pri generiranju vsebin za odločanje v marketingu
Authors:	ID Zavec, Neja (Author) ID Završnik, Bruno (Mentor) More about this mentor...
Files:	MAG_Zavec_Neja_2026.pdf (1,81 MB) MD5: 2D624C435D4CBF7F97266AC63BCFA1F3
Language:	Slovenian
Work type:	Master's thesis/paper
Typology:	2.09 - Master's Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	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.
Keywords:	umetna inteligenca, generirane vsebine, potrošnik, marketing, nakupna namera
Place of publishing:	Maribor
Publisher:	N. Zavec]
Year of publishing:	2026
PID:	20.500.12556/DKUM-98763
UDC:	004.8:339.138
COBISS.SI-ID:	290631939
Publication date in DKUM:	10.09.2026
Views:	124
Downloads:	13
Metadata:
Categories:	EPF
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Licences

License:	CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International

Link:	http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:	The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:	06.07.2026

Secondary language

Language:	English
Title:	Use of artificial intelligence in generating content for decision-making in marketing
Abstract:	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.
Keywords:	artificial intelligence, generated content, consumer, marketing, purchase intention

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