Public attitude towards artificial intelligence and data collection in digital marketing
Milosheska, Elena (2019)
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019061316796
https://urn.fi/URN:NBN:fi:amk-2019061316796
Tiivistelmä
The purpose of the research was to compare, analyse and evaluate the public opinion towards AI and Data Collection in their online experience and the impact it has on digital marketing. Basic information on Artificial Intelligence and Data Collection is introduced and the correlation with Digital Marketing.
The data for the thesis was mainly gathered from online articles, literature, reports, videos and case studies. The empirical research was executed with a qualitative approach. A survey was created and distributed for each for the specific geographic location. The survey consisted of 14 questions and gathered answers from 213 participants.
The author analyzed and evaluated the public attitude towards personalization of digital experience that is created by personal data collection and AI as well as their attitude towards the personalized advertisements and AdBlock. From the gathered data, the author concluded that the main issues that marketers are facing with public negative view on ads and data will be solved when the consumer takes direct action in what data they share and what benefit they get in exchange. In short, the future is in fair value exchange.
The data for the thesis was mainly gathered from online articles, literature, reports, videos and case studies. The empirical research was executed with a qualitative approach. A survey was created and distributed for each for the specific geographic location. The survey consisted of 14 questions and gathered answers from 213 participants.
The author analyzed and evaluated the public attitude towards personalization of digital experience that is created by personal data collection and AI as well as their attitude towards the personalized advertisements and AdBlock. From the gathered data, the author concluded that the main issues that marketers are facing with public negative view on ads and data will be solved when the consumer takes direct action in what data they share and what benefit they get in exchange. In short, the future is in fair value exchange.