Izzivi pri uvajanju trženja z umetno inteligenco v podjetjih za elektronsko poslovanje v Severni Makedoniji
DOI:
https://doi.org/10.32015/JIBM.2024.16.2.7Ključne besede:
umetna inteligenca, elektronsko poslovanje, izzivi, marketinške strategijePovzetek
Študija raziskuje izzive, s katerimi se soočajo podjetja za elektronsko trgovanje v Severni Makedoniji pri uvajanju strategij trženja z umetno inteligenco (UI). V raziskavi je sodelovalo 115 aktivnih udeležencev iz tega sektorja, pri čemer so bile identificirane ovire, ki otežujejo učinkovito integracijo trženja z UI. Ključna področja raziskave vključujejo tehnološko integracijo, omejitve virov ter odnos med pričakovanji potrošnikov in trženjskimi pobudami, ki temeljijo na UI. Rezultati kažejo na visoko stopnjo zadovoljstva z implementacijo trženja z UI, kar odraža odpornost in prilagodljivost podjetij pri premagovanju teh izzivov. Analiza izpostavlja povezavo med različnimi dejavniki – kot so raven uporabe UI, pripravljenost za UI, stopnja digitalizacije, način izvajanja marketinških aktivnosti ter pristopi k reševanju izzivov – in splošnim zadovoljstvom. Ugotovitve študije so namenjene usmerjanju podjetij za elektronsko trgovanje v Severni Makedoniji in podobnih okoljih pri uspešnem uvajanju UI v trženjske strategije. Poleg tega raziskava preučuje pripravljenost organizacij na trženje z UI in poudarja proaktiven pristop, ki prispeva k razvijajoči se integraciji tehnologij UI v prakse elektronskega poslovanja.
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