Artificial intelligence chatbots and their impact on marketing strategies

Abstract

This thesis is an analysis of the introduction of artificial intelligence chatbots in the field of marketing, with a specific emphasis on the case of the "Manufactura Bravo" company. The study is based on a combined approach, including theoretical justification and empirical data. In the theoretical part, the key areas of development of artificial intelligence and its impact on marketing strategies are considered, with the focus being the use of chatbots. The main trends are analysed, allowing the study to fit into the context of innovations in chatbots in marketing use. The empirical part is based on primary and secondary data. Primary data was collected during interviews with the representatives of "Manufactura Bravo", and secondary data from various sources. Data analysis revealed that “Manufactura Bravo” is strategically implementing artificial intelligence in the form of a chatbot to collect feedback after purchases. This approach allows not only to improve customer service but also to personalize offers according to their needs. The work concludes with key findings and results, answering the questions posed by the study.