Využitie umelej inteligencie v digitálnej komunikácii basketbalového klubu

Abstract

This diploma thesis focuses on the possibilities of using artificial intelligence in the digital communication of the basketball club NH Ostrava. The aim of this diploma thesis was to find out how the fans of the basketball club NH Ostrava perceive the use of artificial intelligence in the club’s digital communication and to what extent they are willing to accept textual and visual content created with the help of this technology. The theoretical part deals with digital communication on social networks, the specifics of communication in the sports environment, and the influence of artificial intelligence. The practical part includes a questionnaire survey conducted among the club’s fans. The results showed that artificial intelligence has the potential to streamline content creation, with AI-generated texts and visuals being evaluated more positively in many cases than those created by humans. At the same time, it was found that fans value a human approach, authenticity, and trustworthiness. Therefore, the optimal solution appears to be a combination of AI outputs and human editing, which can help the club create attractive, effective, and trustworthy content.