Η χρήση της τεχνητής νοημοσύνης στο digital marketing

Τακαρώνης, Αντώνης

Master Thesis

Author

Τακαρώνης, Αντώνης

Date

2026-04

Abstract

This dissertation explores the use of Artificial Intelligence (AI) in digital marketing, highlighting both global developments and the specific characteristics of the Greek market. The objective is to examine how AI technologies are reshaping business–consumer communication, customer experience, and marketing strategies. The study is based exclusively on secondary research, drawing on academic and industry sources published between 2020 and 2025 to ensure an updated and comprehensive overview. At the theoretical level, the dissertation discusses key technology adoption models, with particular emphasis on the Technology Acceptance Model (TAM). This framework highlights the role of perceived usefulness and ease of use in shaping the intention to adopt new technological tools. TAM is employed here as an interpretive lens for connecting the findings of the literature with consumer and business behavior. The analysis identifies the main applications of AI in digital marketing, including personalization, recommendation systems, chatbots, big data analytics, and predictive modeling. Through international case studies (Amazon, Netflix, Sephora) and Greek examples (Skroutz, Cosmote, Viva Wallet, Beat, Blueground), the study illustrates how AI contributes to improving customer experience, enabling more targeted communication, and reducing operational costs. At the same time, the research highlights several challenges linked to the widespread adoption of AI. These include regulatory compliance issues (GDPR, the proposed AI Act), ethical concerns regarding algorithmic transparency, the need for specialized skills, technological inequalities, and high implementation costs. The Greek context is particularly significant: while larger corporations have already invested in AI technologies, small and medium-sized enterprises (SMEs) face substantial barriers due to limited resources and expertise. The concluding chapter synthesizes the findings and proposes directions for the responsible and strategic use of AI in marketing. The dissertation argues that AI should not be viewed merely as a technological tool but as a catalyst for the transformation of the digital marketing ecosystem. The challenge for businesses lies in leveraging its potential while maintaining consumer trust, striking a balance between innovation, ethics, and sustainable growth.

Postgraduate Studies Programme

Οικονομική και Επιχειρησιακή Στρατηγική

Department

Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οικονομικής Επιστήμης

Number of pages

Language

Greek

URI

https://dione.lib.unipi.gr/xmlui/handle/unipi/19517

Collections

Τμήμα Οικονομικής Επιστήμης

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Αναφορά Δημιουργού-Όχι Παράγωγα Έργα 3.0 Ελλάδα