D 2023

Challenges and opportunities of AI in individual marketing communication tools

PÁTÍK, Ladislav; Alena KUSÁ and Jan Galera MATÚŠOVÁ

Basic information

Original name

Challenges and opportunities of AI in individual marketing communication tools

Authors

PÁTÍK, Ladislav (203 Czech Republic, guarantor, belonging to the institution); Alena KUSÁ (703 Slovakia) and Jan Galera MATÚŠOVÁ (703 Slovakia)

Edition

Trnava, MARKETING IDENTITY: AI - THE FUTURE OF TODAY, p. 259-268, 10 pp. 2023

Publisher

University of Ss. Cyril and Methodius in Trnava

Other information

Language

English

Type of outcome

Proceedings paper

Field of Study

50200 5.2 Economics and Business

Country of publisher

Slovakia

Confidentiality degree

is not subject to a state or trade secret

Publication form

electronic version available online

References:

Organization unit

AMBIS University

ISBN

978-80-572-0415-2

ISSN

DOI

UT WoS

001233570600026

Keywords in English

Advertising;Artificial Intelligence;Communication;Marketing;Marketing Communications;Marketing Communications Mix

Tags

Changed: 13/3/2025 18:19, Ing. Kateřina Lendrová

Abstract

In the original language

Artificial Intelligence is nowadays being discussed in several directions, but as far as the fields are concerned, the most discussed are its use in marketing, banking, journalism or education sector. Marketing is mainly included in this direction in terms of textual and visual forms of AI, such as ChatGPT, Jasper, Copy.ai, Writesonic, Midjourney, DALL-e or Bart. It is the development or expansion of these tools that dates in our country from the end of 2022 and is mainly associated with the debate whether and to what extent artificial intelligence will replace some positions. And this also in marketing. Today, in this area, we are talking more about the streamlining of some activities, which we will address in our article. However, we understand that this area requires further research in order to verify the implementation of AI tools in marketing from a scientific point of view. However, it is important to understand that AI tools have a dynamic evolution and thus what applies to them today changes over time. At the same time, new tools are constantly being added and are also entering new areas (for example, a tool for composing music).