Ai in Digital marketing
rakib, saleh bin; Rabbi, Shahariar Nur (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202403033704
https://urn.fi/URN:NBN:fi:amk-202403033704
Tiivistelmä
This thesis investigates the profound influence of artificial intelligence (AI) on digital marketing, employing a rigorous methodology that involves surveying two distinct groups: social media users and random professionals. The primary objective is to assess the participants' awareness and familiarity with AI in digital marketing, revealing a widespread acknowledgment of its importance. The study uncovers varied perceptions of AI understanding among the participants, with some expressing high comprehension and others reporting a limited understanding. Emphasizing the potential of AI to enhance digital marketing strategies, the study delves into the specifics of personalization, with the participants highlighting the effectiveness of ChatGPT in communication, content creation, and customer engagement.
Concerns related to AI implementation, particularly privacy and job displacement, emerge as prominent themes in the participants' responses. Privacy-related apprehensions center around the assembly, processing, and utilization of individual data in AI-driven marketing. Despite these concerns, consumer attitudes towards AI-driven personalization in marketing campaigns are overwhelmingly positive, evident in participants consistently expressing willingness to engage with brands employing AI-driven personalization.
Data from digital marketing professionals contribute valuable insights, highlighting prevalent roles (Marketing Manager, SEO Analyst, and Digital Marketing Specialist) and indicating a common range of 3–5 years of experience in the field. The thesis concludes by exploring challenges faced by organizations in adopting AI for digital marketing, outlining perceived benefits, and anticipating the impact of AI in specific digital marketing areas. Nuanced discussions on diverse AI tool combinations and varying expectations regarding AI's future role underscore the complexity of the industry's trajectory.
Concerns related to AI implementation, particularly privacy and job displacement, emerge as prominent themes in the participants' responses. Privacy-related apprehensions center around the assembly, processing, and utilization of individual data in AI-driven marketing. Despite these concerns, consumer attitudes towards AI-driven personalization in marketing campaigns are overwhelmingly positive, evident in participants consistently expressing willingness to engage with brands employing AI-driven personalization.
Data from digital marketing professionals contribute valuable insights, highlighting prevalent roles (Marketing Manager, SEO Analyst, and Digital Marketing Specialist) and indicating a common range of 3–5 years of experience in the field. The thesis concludes by exploring challenges faced by organizations in adopting AI for digital marketing, outlining perceived benefits, and anticipating the impact of AI in specific digital marketing areas. Nuanced discussions on diverse AI tool combinations and varying expectations regarding AI's future role underscore the complexity of the industry's trajectory.