Implementace nástrojů umělé inteligence do marketingové praxe

Abstract

The thesis focuses on the use of artificial intelligence in marketing and the factors influencing its implementation within organizations. The aim of the thesis is to analyze how artificial intelligence is utilized in marketing practice and to identify the key determinants of its integration into standard work processes. The theoretical part defines the fundamental concepts related to artificial intelligence and its applications in marketing based on a review of relevant academic literature.

The empirical part of the thesis is based on quantitative research conducted through a questionnaire survey. The collected data were analyzed using regression analysis, where the dependent variable was the level of artificial intelligence implementation in work processes. The results indicate that the implementation of artificial intelligence is significantly influenced by the existence of governance rules, a negative attitude towards the technology, and the type of organization. In contrast, no statistically significant effect was found for management support, employee training, or company size. A partial effect was identified for the existence of an AI strategy and the perceived usefulness of AI in marketing activities.

Additional findings show that artificial intelligence is most commonly used in marketing for content creation and personalization, while its application in more advanced areas, such as prediction or search engine optimization, remains less widespread. Although respondents perceive the benefits of AI primarily in terms of time savings and increased productivity, they also identify significant barriers to its broader adoption, particularly a lack of knowledge, concerns about errors, and issues related to data privacy.

Based on the findings, recommendations are proposed to enhance the effective implementation of artificial intelligence in marketing practice, with a focus on governance, strategic management, and employee skill development.