03450ntm a22005177i 4500 000723672 CZ-PrVSE 20250608110309.0 m d cr n|||||||||| 250608s2025 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Farzaliyev, Siyavush ISIS:135292 dis Využití AI v digitálním marketingu : Kvalitativní analýza malých a středních podniků v Ázerbájdžánu eng The Use of Artificial Intelligence in Digital Marketing : A Qualitative Analysis of Small and Medium-Sized Companies in Azerbaijan Siyavush Farzaliyev 2025 ?? stran : digital, PDF soubor Vedoucí práce: Václav Stříteský Diplomová práce (Ing.)—Vysoká škola ekonomická v Praze. Fakulta podnikohospodářská, 2025 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2025 This study investigates how small and medium-sized enterprises (SMEs) in Azerbaijan integrate artificial intelligence (AI) into their digital marketing activities and how this transformation affects their strategies, operations, and customer relationships.The objectives of the study are to reveal how SMEs in Azerbaijan use artificial intelligence technologies in their digital marketing activities, what kind of changes these technologies cause in areas such as strategy, productivity, reaching the target audience, and what kind of ethical, technical or human challenges they encounter. Through semi-structured interviews with digital marketing managers of ten companies, the research explores the role of AI in personalization, content production, segmentation, and decision-making processes. The findings show that AI is not only used for automation but is seen as a collaborator that supports creativity and enhances efficiency. However, the study also reveals ethical concerns, technical challenges, and human limitations that accompany this transformation. The results emphasize that trust, transparency, and human control are essential elements in the adoption of AI in marketing. This research offers a grounded perspective on how AI changes not only tools but also the mindset and responsibility in modern marketing practices. Způsob přístupu: Internet management [obor dipl. práce] diplomové práce fd132022 czenas master's theses eczenas Artificial Intelligence Personalization Digital Marketing SME Human-AI Collaboration Stříteský, Václav utb2016897848 ths Machek, Martin mzk2013753090 opn Vysoká škola ekonomická v Praze. Podnikohospodářská fakulta kn20010709402 dgg https://insis.vse.cz/zp/90496/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/90496 Hlavní práce https://insis.vse.cz/zp/90496/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/90496/posudek/oponent/87027 Oponentura https://insis.vse.cz/zp/90496/podrobnosti dc:identifier NEPOSILAT VSKP vse90496 250605 90496