A study of tasks replaceable by artificial intelligence in Vietnamese advertising agencies in the near future
Nguyen, Viet Hoang (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020112824866
https://urn.fi/URN:NBN:fi:amk-2020112824866
Tiivistelmä
In the age of digital, the marketing race among brands has become significantly more competitive than ever with the advancement of artificial intelligence. The race
even occurs between human advertisers and artificial technology in every ad campaign. This qualitative study aimed to identify tasks that possibly would be replaced by the most advanced technological intelligence in advertising agencies based in
Vietnam.
The theoretical framework of this study examined the concept of artificial intelligence, basic learning mechanisms and practical applications of machine learning,
deep learning. In addition, departments and processes in a typical advertising agency were also examined to define similar structures between AI capabilities and tasks requirements.
The methodologies used in the study were desk research and qualitative research.
Desk research was used to gather theory and secondary data. Primary data was the result of interviews with experts in the field of advertising, who had trend-watching experience over artificial intelligence topics. The key theme of the interviews was to establish the possibility that AI could replace certain agency tasks.
The gathered data was analysed to study which types of processes and tasks could possibly performed by artificial intelligence. The main result indicated that artificial
intelligence tools should be integrated to support planning, media analysis and some
of creative tasks.
To conclude, the thesis studied the intersection between artificial intelligence and processes in advertising agencies to indicate types of tasks that can be performed by AI.
even occurs between human advertisers and artificial technology in every ad campaign. This qualitative study aimed to identify tasks that possibly would be replaced by the most advanced technological intelligence in advertising agencies based in
Vietnam.
The theoretical framework of this study examined the concept of artificial intelligence, basic learning mechanisms and practical applications of machine learning,
deep learning. In addition, departments and processes in a typical advertising agency were also examined to define similar structures between AI capabilities and tasks requirements.
The methodologies used in the study were desk research and qualitative research.
Desk research was used to gather theory and secondary data. Primary data was the result of interviews with experts in the field of advertising, who had trend-watching experience over artificial intelligence topics. The key theme of the interviews was to establish the possibility that AI could replace certain agency tasks.
The gathered data was analysed to study which types of processes and tasks could possibly performed by artificial intelligence. The main result indicated that artificial
intelligence tools should be integrated to support planning, media analysis and some
of creative tasks.
To conclude, the thesis studied the intersection between artificial intelligence and processes in advertising agencies to indicate types of tasks that can be performed by AI.