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[{"key": "dc.contributor.advisor", "value": "Niininen, Outi", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Kivist\u00f6, Arttu", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2024-09-05T12:51:14Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2024-09-05T12:51:14Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2024", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/96946", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Viime vuosina teko\u00e4ly on noussut merkitt\u00e4v\u00e4ksi tekij\u00e4ksi, muokkaamassa mainoskampanjoiden suunnittelua ja toteutusta. Teko\u00e4ly tarjoaa automatisoidun ja dataan pohjautuvan l\u00e4hestymistavan teht\u00e4viin, jotka on perinteisesti hoidettu manuaalisesti. Merkitt\u00e4vimpi\u00e4 etuja, jota teko\u00e4ly tarjoaa, on esimerkiksi parannettu automaatio, ennakoiva analytiikka sek\u00e4 mainosten tehokas kohdentaminen ja personointi. N\u00e4m\u00e4 hy\u00f6dyt kannustavat yrityksi\u00e4 ottamaan k\u00e4ytt\u00f6\u00f6n teko\u00e4lypohjaisia ty\u00f6kaluja mainoskampanjoihinsa paran-taakseen niiden tehokkuutta ja tuloksia.\n\nT\u00e4m\u00e4 tutkimus on tehty tapaustutkimuksena, k\u00e4ytt\u00e4en puolistrukturoituja haastatteluja tiedonker\u00e4ysmenetelm\u00e4n\u00e4. Haastattelujen tarkoituksena oli ker\u00e4t\u00e4 markkinoinnin am-mattilaisten n\u00e4kemyksist\u00e4 teko\u00e4lyn roolista mainoskampanjoissa. Tutkimuksen tavoitteena on selvitt\u00e4\u00e4, mik\u00e4 t\u00e4ll\u00e4 hetkell\u00e4 on teko\u00e4lyn rooli mainoskampanjoissa, kuinka se vaikuttaa p\u00e4\u00e4t\u00f6ksentekoprosesseihin kampanjoiden suunnittelussa ja toteutuksessa, sek\u00e4 mitk\u00e4 ovat teko\u00e4lyn tulevaisuudenn\u00e4kym\u00e4t mainoskampanjoissa.\n\nHaastatteluista nousi esiin useita havaintoja. T\u00e4ll\u00e4 hetkell\u00e4 yritysten v\u00e4lill\u00e4 on suuria eroja tasossa, jolla teko\u00e4ly\u00e4 hy\u00f6dynnet\u00e4\u00e4n. Teko\u00e4lyn tehokas hy\u00f6dynt\u00e4misen n\u00e4htiin merkitt\u00e4v\u00e4n\u00e4 mahdollisuutena erottua kilpailijoista. Keskeisimm\u00e4t hy\u00f6dyt, jota teko\u00e4ly t\u00e4ll\u00e4 hetkell\u00e4 tarjoaa on kehittynyt analytiikka, automaatio ja mainonnan yksil\u00f6inti. Teko\u00e4lyn mahdollistama automaatio siirt\u00e4\u00e4 osan p\u00e4\u00e4t\u00f6ksenteosta teko\u00e4lyn vastuulle, etenkin tilanteissa, joissa p\u00e4\u00e4t\u00f6kset voidaan tehd\u00e4 t\u00e4ysin datan perusteella.\nAsiantuntijat odottivat teko\u00e4lypohjaisten ty\u00f6kalujen yleistyv\u00e4n tulevaisuudessa niiden k\u00e4ytett\u00e4vyyden parantumisen ansiosta ja olivat hyvin innostuneita etenkin generatiivisten teko\u00e4lymallien tuomista mahdollisuuksista. Innostuksesta huolimatta, etenkin yksityisyyden suojaan liittyv\u00e4t kysymykset her\u00e4ttiv\u00e4t huolta asiantuntijoiden keskuudessa.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "In recent years, artificial intelligence has emerged as a significant factor in reshaping the design and execution of promotional campaigns offering an automated and data-driven approach to tasks traditionally performed manually. AI presents several benefits to promotional campaigns, including improved automation, predictive analytics, and enhanced targeting and personalization. These opportunities incentivize companies to integrate AI tools into their strategies, to improve their promotional campaigns and run them more efficiently than in the past. \n\nThis study uses a case study approach, employing semi-structured interviews to gain in-sights from industry experts on the role of AI in promotional campaigns. The interviewed professionals are marketing professionals from advertising/marketing agencies with substantial experience in marketing and AI utilization. Through these interviews, the study aims to investigate the current role that AI has in promotional campaigns, its impact on decision-making processes in campaign planning and design, and the future outlook for AI in promotional campaigns.\n\nSeveral key findings emerged from the interviews. The rapid improvements have caused the levels of AI implementation to vary a lot between companies. Experts considered the advanced implementation of AI as an opportunity to stand out and gain an advantage over the competition. AI was used in various stages of the promotional campaigns for different purposes. Some of the key purposes are advanced analytics, enhanced automation, and improved personalization of promotions. With AI\u2019s ability to automate complex tasks in a data-driven manner some of the decision-making has become a responsibility of the AI. These decisions were mostly simple decisions that could be made purely based on data. For the future experts expect AI-based tools to become more common as the us-ability of these tools improves. Most enthusiastic the experts were about the possibilities that generative AI models will offer as they improve. Despite the enthusiasm especially privacy issues raised concerns among experts.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by jyx lomake-julkaisija (jyx-julkaisija.group@korppi.jyu.fi) on 2024-09-05T12:51:14Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2024-09-05T12:51:14Z (GMT). No. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "72", "language": null, "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.format.mimetype", "value": "application/pdf", "language": null, "element": "format", "qualifier": "mimetype", "schema": "dc"}, {"key": "dc.language.iso", "value": "eng", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.title", "value": "Role of artificial intelligence in promotional campaigns", "language": null, "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-202409055830", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4n yliopiston kauppakorkeakoulu", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4 University School of Business and Economics", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Master's Degree Programme in Digital Marketing and Corporate Communication", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Master's Degree Programme in Digital Marketing and Corporate Communication", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.copyright", "value": "\u00a9 The Author(s)", "language": null, "element": "rights", "qualifier": "copyright", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "openAccess", "language": null, "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.format.content", "value": "fulltext", "language": null, "element": "format", "qualifier": "content", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}]
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