The use of artificial intelligence in marketing: A case study from the Czech Republic

Background: The rapid development of Artificial Intelligence (AI) brings new opportunities for marketing practice, particularly in cost optimisation and increasing campaign effectiveness. This paper responds to the need to explore the practical application of AI within a specific business environmen...

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Autori principali:	Konečný Michal, Malíková Pavlína, Kostiuk Yaroslava, Chamrada Daniel
Natura:	Artigo
Lingua:	Inglês
Pubblicazione:	University of Novi Sad - Faculty of Economics, Subotica 2026-01-01
Serie:	Strategic Management
Soggetti:	artificial intelligence marketing campaign effectiveness return on investment digital marketing smes
Accesso online:	https://scindeks-clanci.ceon.rs/data/pdf/1821-3448/2026/1821-34482602005K.pdf
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