Impact of artificial intelligence on employees in digital marketing
Vu, Duong (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024060219738
https://urn.fi/URN:NBN:fi:amk-2024060219738
Tiivistelmä
The trend of using and learning about AI (artificial intelligence) has become the focus of the digital marketing industry. After the widespread use of Chat GPT, new AI-powered tools have emerged, and new AI features were updated in digital platforms. The employees at the case company began to apply these to their work after the testing period.
The study aimed to show the impact of AI on company members based on individual and company aspects. Further, the research aimed to understand AI from a personal perspective, AI tools and applied cases, and relevant skills when using these tools. Finally, the participants evaluated the positive and limited effects of these tools.
The mixed methods, including data collection of semi-structured individual interviews and archival data, were used for this case study. The first phase was a qualitative analysis of interviews with employees who had applied AI to their work. The next stage was to combine the content analysis approach and quantify the qualitative results of the message from Chat GPT history with the approved access.
Research results showed both benefits and difficulties in applying AI to digital marketing. The convenience of using Gen AI helped the content creation process, but the unreliability of Gen AI's results made users afraid to exploit the information. AI Chatbots were becoming language assistants for agencies to edit and control the quality of the content and communicate with global partners. These findings could support the company's plans to evaluate the toolset and user demand.
The study aimed to show the impact of AI on company members based on individual and company aspects. Further, the research aimed to understand AI from a personal perspective, AI tools and applied cases, and relevant skills when using these tools. Finally, the participants evaluated the positive and limited effects of these tools.
The mixed methods, including data collection of semi-structured individual interviews and archival data, were used for this case study. The first phase was a qualitative analysis of interviews with employees who had applied AI to their work. The next stage was to combine the content analysis approach and quantify the qualitative results of the message from Chat GPT history with the approved access.
Research results showed both benefits and difficulties in applying AI to digital marketing. The convenience of using Gen AI helped the content creation process, but the unreliability of Gen AI's results made users afraid to exploit the information. AI Chatbots were becoming language assistants for agencies to edit and control the quality of the content and communicate with global partners. These findings could support the company's plans to evaluate the toolset and user demand.