Abstract
The lack of scientific research on whether there are, and if so, how big are the differences in the attitudes of population about the effects of artificial intelligence on increasing the effectiveness of marketing messages is a research problem. Descriptions of the strength of attitudes of different groups of respondents are broken down by gender, age, highest level of education and work status on whether does the use of artificial intelligence in marketing increases the effectiveness of marketing messages and explanations of reasoning for such strong attitudes represent goal and science contribution of this research. Results of the research are positive, in other words, there is a general understanding among the respondents that artificial intelligence should be used in marketing to increase its effectiveness. The authors consider that over time there will be an increase of the understanding of the benefits in using artificial intelligence in marketing and overall business because increase of usage of artificial intelligence in business is also trending in Croatia.
Published Version
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