Hlavním cílem diplomové práce je prozkoumat a nastínit výzvy a příležitosti, které vznikají při využívání systémů umělé inteligence v oblasti marketingových komunikacích. Práce je složena ze tří částí: teoretické, praktické a projektové.
Teoretická část předkládá na základě rešerše odborné literatury výchozí terminologii, která směřuje pozornost k problematice AI v marketingu. Součástí je rovněž prezentace interaktivního mediálního projektu v kontinuitě s daným druhem technologie.
Praktická část se zabývá analytickými charakteristikami výzkumu. Pozornost je zde zacílena na vyhodnocení a interpretaci dat vycházejících z primárních i sekundárních zdrojů za účelem tvorby projektu marketingového plánu, jehož podstatou je zavedení nové interaktivní mediální služby s podporou technologií řečové AI. Návrh marketingového plánu, který byl vytvořen pro spuštění nové služby na trh, je představen v projektové části diplomové práce.
Anotace v angličtině
Main goal of the thesis is to explore and outline the challenges and opportunities that arise by employing artificial intelligence systems in marketing communication activities. The thesis consists of three parts, the theoretical, the practical and the project part.
Theoretical part of the thesis is about presenting findings of existing literature that covers the topic of AI in marketing, and to support the theoretical part, an interactive media project was created that is employing this kind of technology.
The practical part deals with the analytical characteristics of research where data coming from primary and secondary sources is been evaluated and interpreted in order to back up the marketing plan that was set up for introducing a new interactive media service supported by speech AI technology to the market. This marketing plan that has been created for launching the service, is presented in the project part of this work.
Hlavním cílem diplomové práce je prozkoumat a nastínit výzvy a příležitosti, které vznikají při využívání systémů umělé inteligence v oblasti marketingových komunikacích. Práce je složena ze tří částí: teoretické, praktické a projektové.
Teoretická část předkládá na základě rešerše odborné literatury výchozí terminologii, která směřuje pozornost k problematice AI v marketingu. Součástí je rovněž prezentace interaktivního mediálního projektu v kontinuitě s daným druhem technologie.
Praktická část se zabývá analytickými charakteristikami výzkumu. Pozornost je zde zacílena na vyhodnocení a interpretaci dat vycházejících z primárních i sekundárních zdrojů za účelem tvorby projektu marketingového plánu, jehož podstatou je zavedení nové interaktivní mediální služby s podporou technologií řečové AI. Návrh marketingového plánu, který byl vytvořen pro spuštění nové služby na trh, je představen v projektové části diplomové práce.
Anotace v angličtině
Main goal of the thesis is to explore and outline the challenges and opportunities that arise by employing artificial intelligence systems in marketing communication activities. The thesis consists of three parts, the theoretical, the practical and the project part.
Theoretical part of the thesis is about presenting findings of existing literature that covers the topic of AI in marketing, and to support the theoretical part, an interactive media project was created that is employing this kind of technology.
The practical part deals with the analytical characteristics of research where data coming from primary and secondary sources is been evaluated and interpreted in order to back up the marketing plan that was set up for introducing a new interactive media service supported by speech AI technology to the market. This marketing plan that has been created for launching the service, is presented in the project part of this work.
Provide the theoretical background to the implementation of artificial intelligence in marketing communication purposes, with a focus on interactive marketing.
Define the main goal, state the research questions, and choose adequate research methods.
Conduct primary research dealing with discovering marketing opportunities and interests in the proposed communication service.
Provide an interpretation of the findings, answer the research questions, and choose relevant results for the project.
Based on the research findings, develop and present a marketing communications strategy for the new service of the Ideatomix Interactive design collective for the global market.
Zásady pro vypracování
Provide the theoretical background to the implementation of artificial intelligence in marketing communication purposes, with a focus on interactive marketing.
Define the main goal, state the research questions, and choose adequate research methods.
Conduct primary research dealing with discovering marketing opportunities and interests in the proposed communication service.
Provide an interpretation of the findings, answer the research questions, and choose relevant results for the project.
Based on the research findings, develop and present a marketing communications strategy for the new service of the Ideatomix Interactive design collective for the global market.
Seznam doporučené literatury
KLINGSPOR, Volker. DEMIRIS, John. KAISER, Michael. MORIK, Katharina. (1999). Learning In Human-Robot Communication In: Morik K., Kaiser M., Klingspor V. (eds) Making Robots Smarter. Springer, Boston, MA, Online ISBN: 978-1-4615-5239-0
JAWORSKA, Joanna &SYDOW, Marcin. (2008). Behavioural Targeting in On-Line Advertising: An Empirical Study. Conference Paper, ISSN: 0302-9743.
REN, Kan. ZHANG, Weinan. CHANG, Ke. RONG, Yifei. YU, Yong, WANG, Jun. (2018). Bidding Machine: Learning to Bid for Directly Optimizing Profits in Display Advertising, Publisher: IEEE, Print ISSN: 1041 4347, Electronic ISSN: 1558-2191.
PERLICH, Claudia. DALESSANDRO, Brian. READER, Troy. (1995) et al. Machine learning for targeted display advertising: transfer learning in action. Mach Learn 95, 103–127 (2014). DOI: 10.1007/s10994-013-5375-2, https://doi.org/10.1007/s10994-013-5375-2.
KIETZMAN, Jan. PASCHEN, Jeannette. TREEN, Emily. (2018). Artificial Intelligence in Advertising: How Marketers Can Leverage Artificial Intelligence Along the Consumer Journey. Journal of Advertising Research. 58. 263-267. 10.2501. DOI: https://doi.org/10.2501/JAR-2018-035. Print ISSN: 0021-8499.
CUI, Gang. WONG, Man, Leung. LUI, Hon-Kwong. (2006). Machine Learning for Direct Marketing Response Models: Bayesian Networks with Evolutionary Programming. 2006 INFORMS, doi 10.1287/mnsc.1060.0514. ISSN: 0025-1909. EISSN: 1526-5501.
QIN, Xuebing. JIANG, Zhibin. (2019). The Impact of AI on the Advertising Process: The Chinese Experience. Article in: Journal of Advertising. DOI: 10.1080/00913367.2019.1654947. ISSN: 0091-3367 print / 1557-7805 online.
ZUMSTEIN, Darius. HUNDERTMARK, Sophie. (2017). Chatbots – An interactive technology for personalized communication, transaction and services. IADIS International Journal. ISSN: 1645-7641.
Seznam doporučené literatury
KLINGSPOR, Volker. DEMIRIS, John. KAISER, Michael. MORIK, Katharina. (1999). Learning In Human-Robot Communication In: Morik K., Kaiser M., Klingspor V. (eds) Making Robots Smarter. Springer, Boston, MA, Online ISBN: 978-1-4615-5239-0
JAWORSKA, Joanna &SYDOW, Marcin. (2008). Behavioural Targeting in On-Line Advertising: An Empirical Study. Conference Paper, ISSN: 0302-9743.
REN, Kan. ZHANG, Weinan. CHANG, Ke. RONG, Yifei. YU, Yong, WANG, Jun. (2018). Bidding Machine: Learning to Bid for Directly Optimizing Profits in Display Advertising, Publisher: IEEE, Print ISSN: 1041 4347, Electronic ISSN: 1558-2191.
PERLICH, Claudia. DALESSANDRO, Brian. READER, Troy. (1995) et al. Machine learning for targeted display advertising: transfer learning in action. Mach Learn 95, 103–127 (2014). DOI: 10.1007/s10994-013-5375-2, https://doi.org/10.1007/s10994-013-5375-2.
KIETZMAN, Jan. PASCHEN, Jeannette. TREEN, Emily. (2018). Artificial Intelligence in Advertising: How Marketers Can Leverage Artificial Intelligence Along the Consumer Journey. Journal of Advertising Research. 58. 263-267. 10.2501. DOI: https://doi.org/10.2501/JAR-2018-035. Print ISSN: 0021-8499.
CUI, Gang. WONG, Man, Leung. LUI, Hon-Kwong. (2006). Machine Learning for Direct Marketing Response Models: Bayesian Networks with Evolutionary Programming. 2006 INFORMS, doi 10.1287/mnsc.1060.0514. ISSN: 0025-1909. EISSN: 1526-5501.
QIN, Xuebing. JIANG, Zhibin. (2019). The Impact of AI on the Advertising Process: The Chinese Experience. Article in: Journal of Advertising. DOI: 10.1080/00913367.2019.1654947. ISSN: 0091-3367 print / 1557-7805 online.
ZUMSTEIN, Darius. HUNDERTMARK, Sophie. (2017). Chatbots – An interactive technology for personalized communication, transaction and services. IADIS International Journal. ISSN: 1645-7641.
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The Head of the committee welcomed the student at the final state examination. The student had presented her diploma thesis according to the given structure. The supervisor's and External examiner's review had been read out loud in front of the student and committee. The student had been allowed to express her reaction to reviews and to answer the given questions written below. Thesis supervisor's and External examiner's question:
o Could you please extend the answer to your RQ 3?
o Based on your research results, what do you think is the future of AI in marketing communications?
o More and more companies are ready to rely on AI in their businesses (e. g. Facebook). What do you think are the limitations and threats of this kind of policy?
The student fully answered the given questions.