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

Kód výsledku v 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>

Výsledek na webu

<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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Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

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OECD FORD obor

50200 - Economics and Business

Projekt

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Návaznosti

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Rok uplatnění

2025

Kód důvěrnosti údajů

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

Název periodika

Strategic Management

ISSN

1821-3448

e-ISSN

2334-6191

Svazek periodika

30

Číslo periodika v rámci svazku

4

Stát vydavatele periodika

RS - Srbská republika

Počet stran výsledku

14

Strana od-do

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Kód UT WoS článku

001625686000001

EID výsledku v databázi Scopus

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