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Artificial Inteligence as e tool for an ad personalisation
Němeček, Josef ; Vranka, Marek (advisor) ; Koblovský, Petr (referee)
This bachelor thesis focuses on the trend of using artificial intelligence as a tool for personalization in advertising and its effects on customers. The aim of this thesis is to map and describe the artificial intelligence tools used, their incorporation into marketing practice and the effect they have on the customer. As part of the experiment, differently personalised advertisements are created in real-time for the participants based on their personality traits, which are then evaluated in the analysis across three dimensions - ad perception, ad relevance and click-through intent. Based on these dimensions, the effectiveness of personalization, hyper-personalization, and the extent to which privacy concerns affect ad ratings are examined. The results suggest a positive effect on personalization rates on all dimensions, but unclear effects for hyper-personalized advertising and the impact of privacy concerns.
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