Η επίδραση της τεχνητής νοημοσύνης (AI) στο μάρκετινγκ : μια βιβλιογραφική επισκόπηση και εμπειρική μελέτη

Καλογηράτος, Χαράλαμπος

Master Thesis

Author

Καλογηράτος, Χαράλαμπος

Date

2026-07-31

Abstract

Artificial Intelligence (AI) has emerged as a key driver of transformation in modern marketing, significantly influencing both business practices and consumer behavior. The purpose of this study is to examine the impact of AI on marketing by combining a comprehensive literature review with an empirical investigation focused on consumers. At a theoretical level, the study adopts a holistic perspective, analyzing the effects of AI not only on consumers but also on businesses, marketing professionals, and other stakeholders. It explores both the benefits of AI—such as enhanced personalization, improved efficiency, and data-driven decision-making—and the associated challenges, including concerns related to privacy, transparency, and trust. The empirical part of the research is based on a quantitative approach using a structured questionnaire. Data were collected from a sample of consumers and analyzed using statistical methods in order to examine the relationships between key variables, including attitude toward advertising, perceived personalization, positive and negative attitudes toward AI, and perceived risk. The findings highlight the dual nature of AI in marketing. On the one hand, AI-driven personalization and innovation positively influence consumer attitudes. On the other hand, concerns regarding privacy, transparency, and manipulation negatively affect consumer perceptions. Overall, the effective use of AI in marketing requires a balance between technological advancement and responsible implementation.

Postgraduate Studies Programme

Πρόγραμμα Μεταπτυχιακών Σπουδών στη Διοίκηση Επιχειρήσεων για Στελέχη (Executive MBA)

Department

Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οργάνωσης και Διοίκησης Επιχειρήσεων

Number of pages

Language

Greek

URI

https://dione.lib.unipi.gr/xmlui/handle/unipi/19827

Collections

Τμήμα Οργάνωσης και Διοίκησης Επιχειρήσεων

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Except where otherwise noted, this item's license is described as
Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ελλάδα