Analiza vsebin, ki temeljijo na umetni inteligenci v marketingu: metode, procesi in dokazi iz empirične študije
DOI:
https://doi.org/10.32015/Ključne besede:
analiza vsebin na osnovi umetne inteligence; analiza besedil; analiza slik; analiza videa; multimodalna analizaPovzetek
Eksponentna rast digitalnih vsebin je temeljito spremenila načine, kako lahko organizacije opazujejo, razumejo in napovedujejo človeška stališča ter vedenje. V marketingu in sorodnih področjih se je analiza vsebin, ki temelji na umetni inteligenci (UI), uveljavila kot ključna analitična zmogljivost za pridobivanje vpogledov iz nestrukturiranih podatkov, kot so besedila, slike, zvok in video. Čeprav so pretekle raziskave obsežno obravnavale posamezne metode, je manj znanega o tem, kako organizacije te pristope dejansko uvajajo in vključujejo v procese odločanja.
Za zapolnitev te vrzeli študija zasleduje dva cilja. Prvič, podaja strukturiran pregled metod analize vsebin, ki temeljijo na umetni inteligenci, ter predlaga celovit procesni model, ki poudarja organizacijsko integracijo in ne zgolj algoritemske učinkovitosti. Drugič, predstavlja ugotovitve empirične raziskave med marketinškimi managerji in strokovnjaki, ki preučuje uporabo, stopnjo zrelosti, cilje, zaznane koristi ter ovire, povezane z uporabo analiz vsebin na osnovi umetne inteligence v praksi.
Rezultati kažejo, da so metode analize besedil najširše uporabljene, medtem ko so pristopi za analizo slik, videa in multimodalnih vsebin še vedno v zgodnji fazi razširjenosti. Čeprav anketiranci zaznavajo pomembne koristi uporabe analiz vsebin na osnovi umetne inteligence, so procesna zrelost, upravljavske strukture in analitične zmogljivosti pogosto še premalo razvite.
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