Publicação
Evaluating generative artificial intelligence tools and their applicability in the current digital marketing industry
| Resumo: | This thesis investigates the application and potential of generative AI tools in digital marketing, focusing on small to mid-sized agencies. It provides an in-depth analysis of content generation tools, their practicality, and their impact on the industry, supplemented by field research involving an Australian start-up. The study also offers a practical implementation guide for these agencies, highlighting the importance of staying agile in this rapidly evolving landscape. The findings present implications for businesses seeking to leverage AI technology and offer strategic recommendations for future adoption. |
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| Autores principais: | Rottler, Thomas Martin |
| Assunto: | Digital marketing industry Generative artificial intelligence tools Analytics Customer experience improvement Content creation CES MIM |
| Ano: | 2023 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso embargado |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | This thesis investigates the application and potential of generative AI tools in digital marketing, focusing on small to mid-sized agencies. It provides an in-depth analysis of content generation tools, their practicality, and their impact on the industry, supplemented by field research involving an Australian start-up. The study also offers a practical implementation guide for these agencies, highlighting the importance of staying agile in this rapidly evolving landscape. The findings present implications for businesses seeking to leverage AI technology and offer strategic recommendations for future adoption. |
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