The project in five facts.
Challenge, approach and results.
The diploma thesis examines the impact of artificial intelligence on the field of digital marketing, with emphasis on process automation and personalisation of customer communication. In the modern digital environment, the use of advanced technologies in companies is becoming crucial for efficient operation and achieving competitive advantage. The central research problem stems from the lack of empirical evidence on the actual effectiveness of artificial intelligence tools compared to traditional marketing methods. The purpose of the thesis was to determine whether the use of artificial intelligence contributes to greater effectiveness of marketing activities and how the role of marketing professionals is changing in the age of automation. The theoretical part presents the basic concepts of digital marketing, the development of artificial intelligence and its use in the business environment, with emphasis on generative artificial intelligence, process automation and personalisation of user experience.
Problem
The diploma thesis examines the impact of artificial intelligence on the field of digital marketing, with emphasis on process automation and personalisation of customer communication. In the modern digital environment, the use of advanced technologies in companies is becoming crucial for efficient operation and achieving competitive advantage.
Solution and Method
The central research problem stems from the lack of empirical evidence on the actual effectiveness of artificial intelligence tools compared to traditional marketing methods.
Results
The purpose of the thesis was to determine whether the use of artificial intelligence contributes to greater effectiveness of marketing activities and how the role of marketing professionals is changing in the age of automation. The theoretical part presents the basic concepts of digital marketing, the development of artificial intelligence and its use in the business environment, with emphasis on generative artificial intelligence, process automation and personalisation of user experience. The findings show that artificial intelligence enables faster data processing, better understanding of users and more effective content adaptation.
Special attention is also given to ethical issues and the impact of technology on the labour market in the marketing industry. The empirical part is based on an experiment in which a fictitious brand SunSona was designed, dealing with the sale of outdoor saunas in the higher price range. Two parallel campaigns were conducted: one using the traditional approach without automation, the other using generative artificial intelligence (e.g.
ChatGPT, Midjourney) and chatbots. The purpose was to compare the effectiveness of both approaches in terms of preparation time, responsiveness and communication success. The results show that the use of artificial intelligence significantly reduces content preparation time by more than 90 per cent, increases customer responsiveness and improves the open rate of personalised messages.
It also reduces the volume of manual work and improves process organisation, enabling marketing teams to focus on strategic tasks. Based on the findings, it can be concluded that the integration of artificial intelligence into digital marketing brings significant advantages, whilst also requiring the development of new employee competences, particularly in the areas of algorithm management and critical evaluation of automated content.
Module, programme and stories.
Your diploma project for a real company.
A diploma thesis at Academia solves a challenge from a company – often the one where you do your 800 hours of placement. Read about the Digitalni marketing in komerciala module or book a consultation.