Artificial Intelligence in Management: Revolutionizing Online Sales Strategies and Marketing Automation

Boros Botond Gyula (2024) Artificial Intelligence in Management: Revolutionizing Online Sales Strategies and Marketing Automation. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

This thesis investigates how Artificial Intelligence is changing different business sectors, and focusing on how this technology is being utilized in online sales and marketing. This research demonstrates how AI can dramatically improve processes and ultimately drive innovation. Based on synthesizing insights from interviews, surveys and the literature review, a number of key themes and findings are identified. Analysts interviewed as well as survey respondents hailed AI’s sales, marketing, and business process transformation capabilities. For instance, Ádám Kern, Product Manager at Legrand Hungary, emphasized that AI enables personalized customer experiences through targeted advertising and recommendation systems, which “increase conversion rates and customer loyalty significantly.” AI also facilitates dynamic marketing adjustments, as Ádám noted, “analysing customer behaviour allows campaigns and product offerings to be fine-tuned in real time.” Likewise, AI in education was emphasized to Krisztián Nagy, CEO of Együtt Németül, who talked about personalization. He explained how AI “adjusts lesson difficulty in real time, keeping students on track and catering to their unique learning paths.” These findings are consistent with other findings that adaptive learning systems help students engage and learn more. Bence Szalai of IDBC Creative Solutions underscored the efficiency AI brings to recruitment, stating that automated resume screening “reduces processing time by 60%” and enhances candidate-job matching. According to Bence, such efficiencies in addition to saving time also drive better long term retention rates, just one of the many dual benefits that speed and quality of AI can bring. The research reaffirms that AI is not a technology but a requirement. However, based on the response of the respondents, all of them universally accepted that AI optimizes repetitive jobs so that employees can focus on being creative and strategic minded on tasks. But they also said human oversight was essential to dealing with ethical problems, including algorithmic bias and data privacy. Results are consistent with key theoretical perspectives identified during literature review. For instance: • Personalization Theory: Customer experience is immensely amplified by the utilization of AI driven systems which gives them the ability to customize recommendations and target marketing tactics based in real time (Zhang et al., 2018). • Predictive Analytics: Verhoef et al (2017) point out the predictive power of AI in marketing which is validated by respondents who emphasized the ability of AI to predict customers’ behaviour and to optimize business strategies. • Engagement Theory: Respondents’ discussions regarding chatbots and adaptive learning systems validate AI supporting customer and user interactions similarly to the studies found in Yang Lu et al. (2020). The current research is an exploration of AI, but it also highlights areas where research needs to be done, including advanced personalization techniques, ethical AI implementation, and how emerging technologies like augmented and virtual reality can be integrated into existing analytical systems. Survey responses, interview insights, and literature converge to conclude that AI comprises a key cornerstone in turning industries. Ádám aptly captured exactly this feel on AI: ‘It is not about replacing employees but empowering employees. This research reinforces the view that AI is both a driver of innovation and facilitator of addressing complex challenges in online sales and marketing by integrating these findings with theoretical frameworks.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	business marketing, GDPR (General Data Protection Regulation), human resources, marketing, online marketing
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2025. Már. 25. 11:27
Utolsó módosítás:	2025. Már. 25. 11:27

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