Szczegóły publikacji
Opis bibliograficzny
The application of artificial intelligence based tools in marketing activities / Joanna Harmata, Anna KONDAK // Scientific Papers of Silesian University of Technology [Dokument elektroniczny]. — Czasopismo elektroniczne ; ISSN 2720-751X. Organization & Management ; ISSN 2720-751X. — 2024 — no. 211, s. 187–204. — Wymagania systemowe: Adobe Reader. — Bibliogr. s. 202–204, Abstr.
Autorzy (2)
Słowa kluczowe
Dane bibliometryczne
| ID BaDAP | 157952 |
|---|---|
| Data dodania do BaDAP | 2025-02-26 |
| Tekst źródłowy | URL |
| DOI | 10.29119/1641-3466.2024.211.11 |
| Rok publikacji | 2024 |
| Typ publikacji | artykuł w czasopiśmie |
| Otwarty dostęp |  |
| Creative Commons | |
| Czasopismo/seria | Zeszyty Naukowe Politechniki Śląskiej = Scientific Journal of Silesian University of Technology, Organizacja i Zarządzanie = Organization & Management |
Abstract
Purpose: The aim of the article is to identify and verify whether and to what extent natural persons can use publicly available tools using artificial intelligence to conduct marketing activities for micro and small enterprises. Design/methodology/approach: To develop the article, the methods of literature review, case study, "Chat GPT-4o", "Chat GPT 3.5" and the "Magic multimedia" function available in the "Canva" application were used. Findings: Our own research has shown that AI functions in the versions available to all users are able to correctly predict market trends in a short period of time and support the design of graphics convincing people to purchase products based on fragmentary data. Research limitations/implications: The use of artificial intelligence in predicting market trends, customer service and advertising personalization is available to individual users and micro and small entrepreneurs. However, publicly available basic tools may not be sufficient when competing with large enterprises on the market. They should be treated with limited trust and as an inspiration for action. Practical implications: Identification and indication of tools and their effectiveness in forecasting market trends, customer service and advertising personalization. Original/value: The article can help individual users and micro and small entrepreneurs in identifying tools using AI to support marketing activities.
