The topic that this dissertation is studying, digital marketing, has always been a subject of study for many authors and scholars. Through this analysis, the theme of digital marketing was combined also with the topic represented by artificial intelligence, with the aim of understanding the impact that AI can have especially in the digital marketing sector. This thesis aims to analyze the impact of the advent of AI on digital marketing from the two different points of views, such as the one of individuals and the one of generative AI. Furthermore, in order to make the development of the thesis more efficient , two objectives were added to the research question, focusing mainly on identifying the advantages and risks that may emerge from this study. In this context, to answer the research question, both qualitative analysis, which allows for the interpretation of the obtained data, and quantitative analysis were employed, as a questionnaire was designed to gather individuals' perspectives. A further interesting aspect offered by this dissertation is the possibility of figuring out the topic through two different perspectives: those of individuals and those of generative AI, in order to better grasp whether common ground or disagreements can be found between the two perspectives. In conclusion, it was affirmed that artificial intelligence actually does have an impact on the digital marketing sector, as it was possible to identify both positive aspects and perceived risks which have been deeply analyzed throughout the dissertation.
Il tema del digital marketing è sempre stato oggetto di studio da parte di numerosi autori e studiosi. Attraverso questa analisi, al tema del digital marketing è stato affiancato anche la tematica relativa all'intelligenza artificiale, col fine di comprendere l'impatto che quest'ultima possa avere nel settore principalmente del digital Marketing. Questa tesi mira ad analizzare l'impatto dell'avvento dell'AI sul digital marketing dal punto di vista della prospettiva delle persone e dal punto di vista delle generative AI. Pertanto, alla domanda di ricerca, sono stati aggiunti due obiettivi per rendere più efficiente lo sviluppo della tesi, concentrandosi principalmente ad individuare i punti di vantaggio e i rischi che possono emergere da tale studio. In questo caso, per rispondere alla domanda di ricerca, è stato deciso di applicare sia un'analisi qualitativa, che dà la possibilità di interpretare i dati ottenuti, sia un'analisi quantitativa in quanto è stato redatto un questionario al fine di raccogliere la prospettiva delle persone. Un aspetto interessante che offre questo studio, riguarda la possibilità di indagare il tema attraverso due prospettive, quelle delle persone e quelle delle generative AI, al fine di comprendere se si possa effettivamente trovare dei punti di accordo e/o disaccordo tra i due punti di vista. Alla fine, si è concluso affermando che l'intelligenza artificiale ha un impatto nel digital marketing, individuando sia gli aspetti positivi sia le percezioni di rischio emerse.
“THE IMPACT OF AI IN DIGITAL MARKETING: an analysis from both people and Generative AI perception”
URUCI, SYENA
2023/2024
Abstract
The topic that this dissertation is studying, digital marketing, has always been a subject of study for many authors and scholars. Through this analysis, the theme of digital marketing was combined also with the topic represented by artificial intelligence, with the aim of understanding the impact that AI can have especially in the digital marketing sector. This thesis aims to analyze the impact of the advent of AI on digital marketing from the two different points of views, such as the one of individuals and the one of generative AI. Furthermore, in order to make the development of the thesis more efficient , two objectives were added to the research question, focusing mainly on identifying the advantages and risks that may emerge from this study. In this context, to answer the research question, both qualitative analysis, which allows for the interpretation of the obtained data, and quantitative analysis were employed, as a questionnaire was designed to gather individuals' perspectives. A further interesting aspect offered by this dissertation is the possibility of figuring out the topic through two different perspectives: those of individuals and those of generative AI, in order to better grasp whether common ground or disagreements can be found between the two perspectives. In conclusion, it was affirmed that artificial intelligence actually does have an impact on the digital marketing sector, as it was possible to identify both positive aspects and perceived risks which have been deeply analyzed throughout the dissertation.File | Dimensione | Formato | |
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Tesi di Laurea Syena Uruci definitiva.pdf
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https://hdl.handle.net/20.500.14239/26233