Uplatnění umělé inteligence v digitálním marketingu

Abstract

The thesis focuses on the application of artificial intelligence in digital marketing and its impact on the work activities of marketing specialists. The research was conducted in the form of expert interviews with marketing professionals and focused on the ways AI tools are used, their benefits, limitations, impact on daily work activities, quality of outputs, and requirements for new skills. The results indicate that artificial intelligence contributes to increased work efficiency, primarily through the automation of routine tasks, and enables marketing specialists to focus on strategic and creative activities. At the same time, the need for a critical approach to AI outputs, their verification, and the importance of developing competencies for working with these technologies are emphasized. The thesis also formulates proposals and recommendations for the effective use of artificial intelligence in marketing practice.