The Use of Artificial Intelligence Tools in the Marketing Communication of Small Construction Companies in Slovakia

Abstract

This thesis investigates the adoption of artificial intelligence tools in the marketing communication of small construction companies in Slovakia. The theoretical part defines artificial intelligence and its role in marketing communication, with a focus on tools relevant to the construction sector. The third chapter describes the economic characteristics and marketing specifics of small construction enterprises in the Slovak context. The fourth chapter presents the sequential mixed-method research design combining qualitative in-depth interviews with a quantitative questionnaire survey. The fifth chapter analyses the empirical findings from both the qualitative and quantitative phases of the research. The sixth chapter formulates practical recommendations for small construction companies regarding the implementation of AI in marketing communication. The thesis concludes with a summary of key findings and directions for future research.