Mesterséges intelligencia a globális marketingkampányokban
Az emberi kreativitás és algoritmikus pontosság között
DOI:
https://doi.org/10.14267/VEZTUD.2025.12.05Kulcsszavak:
mesterséges intelligencia, globális marketing, kampányok, személyre szabás, kreativitás, szabványosításAbsztrakt
Ez a cikk a mesterséges intelligencia (MI) hatását elemzi a globális marketingkampányokra kilenc különböző iparágból és piacról származó esettanulmány kvalitatív összehasonlító elemzésén keresztül. Egy négyszintű ember-MI együttműködési tipológiát használva a tanulmány bemutatja, hogy az MI javítja a személyre szabást, az automatizálást és az üzemeltetési hatékonyságot, de nem helyettesítheti az emberi kreativitást, intuíciót és kulturális érzékenységet. A strukturált irodalmi áttekintést esetalapú bizonyítékokkal kombinálva a cikk feltárja a hibrid modellek növekvő jelentőségét, amelyekben az algoritmikus technológiák támogatják a kreatív folyamatokat. Az eredmények azt mutatják, hogy a legsikeresebb kampányok az MI analitikai képességei és az emberi érzelmi kompetencia szinergiájából születnek. A cikk a technológiai, kreatív és kulturális perspektívák integrálásával járul hozzá a nemzetközi marketingelmélethez, és gyakorlati ajánlásokat kínál a menedzserek számára az MI etikus és fenntartható használatára vonatkozóan összetett, multikulturális piaci környezetben.
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