The use of artificial intelligence in marketing: a case study from the Czech Republic

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F75081431%3A_____%2F25%3A00002935" target="_blank" >RIV/75081431:_____/25:00002935 - isvavai.cz</a>

Result on the web

<a href="https://scindeks.ceon.rs/Article.aspx?artid=1821-34488800097K" target="_blank" >https://scindeks.ceon.rs/Article.aspx?artid=1821-34488800097K</a>

DOI - Digital Object Identifier

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Result language

angličtina

Original language name

The use of artificial intelligence in marketing: a case study from the Czech Republic

Original language description

Background: The rapid development of Artificial Intelligence (AI) brings new opportunities for marketing practice, particularly in cost optimisation and increasing campaign effectiveness. This paper responds to the need to explore the practical application of AI within a specific business environment. Purpose: This paper aimed to investigate whether the use of AI for marketing content created by a selected South Bohemian digital agency leads to reduced costs, increased efficiency, and improved conversions. Study design/methodology/approach: The research employed quantitative analysis of data from marketing campaigns conducted in 2023 (excluding AI) and 2024 (with AI implementation). Performance metrics, including cost-per-turnover (CPT), were compared, and Chi-square test and Effect size calculations were applied. Findings/conclusions: AI had a positive impact on campaign performance, contributing to more efficient budget allocation and improved conversion results. The findings are particularly beneficial for SMEs seeking effective marketing solutions. For SME managers, this brings practical implications in the form of more efficient budget allocation, faster campaign optimization, and gaining a competitive advantage. Limitations/future research: The study involved only one company and a limited number of campaigns, which limits the possibilities of generalisation. It is recommended that the research be extended to more companies and sectors in the future.

Czech name

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Czech description

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Type

J_imp - Article in a specialist periodical, which is included in the Web of Science database

CEP classification

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OECD FORD branch

50200 - Economics and Business

Project

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Continuities

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Publication year

2025

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Strategic Management

ISSN

1821-3448

e-ISSN

2334-6191

Volume of the periodical

30

Issue of the periodical within the volume

4

Country of publishing house

RS - THE REPUBLIC OF SERBIA

Number of pages

14

Pages from-to

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UT code for WoS article

001625686000001

EID of the result in the Scopus database

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