AI applied to SME marketing : analysis and tools
Mira Mira, Jordi (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024052716535
https://urn.fi/URN:NBN:fi:amk-2024052716535
Tiivistelmä
In this thesis an investigation is carried out about the potential of artificial intelligence to improve the marketing efficiency of small and medium enterprises. The main objective is to find opportunities where the integration of AI leads to a competitive advantage for the company that carries it out.
Both qualitative and quantitative research methods have been used. Primary and secondary information has also been used. The primary information comes from two types of sources, a survey intended to observe people's opinion regarding the adoption of AI in business processes and two interviews conducted by the author with two business owners with the aim of finding processes that can be automated or implemented with artificial intelligence. The research contains a situational analysis of artificial intelligence positioning it in the focus of the research using PEST and SWOT analysis.
An analysis of 4 applications that artificial intelligence can bring to SMEs is carried out and in each of these applications the advantages and possible disadvantages are evaluated and a tool is presented with the facilities that it is capable of providing.
From the data obtained, the author draws some conclusions after his analysis. Young students tend to have more experiences with artificial intelligence, and they also tend to be positive, which can be a decisive change when these students enter the working world.
The main conclusion is that there are tools capable of boosting the efficiency of small and medium-sized companies thanks to their technology. Although it is an integration that must be done with a previous work of recognition of the tasks to be automated and improve to meet the specific needs.
Both qualitative and quantitative research methods have been used. Primary and secondary information has also been used. The primary information comes from two types of sources, a survey intended to observe people's opinion regarding the adoption of AI in business processes and two interviews conducted by the author with two business owners with the aim of finding processes that can be automated or implemented with artificial intelligence. The research contains a situational analysis of artificial intelligence positioning it in the focus of the research using PEST and SWOT analysis.
An analysis of 4 applications that artificial intelligence can bring to SMEs is carried out and in each of these applications the advantages and possible disadvantages are evaluated and a tool is presented with the facilities that it is capable of providing.
From the data obtained, the author draws some conclusions after his analysis. Young students tend to have more experiences with artificial intelligence, and they also tend to be positive, which can be a decisive change when these students enter the working world.
The main conclusion is that there are tools capable of boosting the efficiency of small and medium-sized companies thanks to their technology. Although it is an integration that must be done with a previous work of recognition of the tasks to be automated and improve to meet the specific needs.