The impact of ai on creative marketing: Danone case study and consumer perception
Bertolla, Matteo (A.A. 2024/2025) The impact of ai on creative marketing: Danone case study and consumer perception. Tesi di Laurea in Brand management, Luiss Guido Carli, relatore Matteo De Angelis, pp. 79. [Master's Degree Thesis]
Full text for this thesis not available from the repository.
Abstract/Index
The impact of AI on modern marketing. Leveraging generative AI in the creative process. AI as an ally in marketing. Personalization and customer experience. The Activia case: an AI-driven pilot project. Risks, ethics and challenges to overcome. Understanding consumer trust and skepticism. The rise of AI in marketing communication. Consumer perceptions of AI vs. human-generated content. Factors influencing consumer reactions. Research gaps and positioning of the present study. Perception of AI-generated marketing content. Study overview and hypotheses. Methodology.
References
Bibliografia: pp. 76-79.
| Thesis Type: | Master's Degree Thesis |
|---|---|
| Institution: | Luiss Guido Carli |
| Degree Program: | Master's Degree Programs > Master's Degree Program in Marketing Digital (LM-77) |
| Chair: | Brand management |
| Thesis Supervisor: | De Angelis, Matteo |
| Thesis Co-Supervisor: | Peverini, Paolo |
| Academic Year: | 2024/2025 |
| Session: | Summer |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 08 Jan 2026 15:04 |
| Last Modified: | 08 Jan 2026 15:04 |
| URI: | https://tesi.luiss.it/id/eprint/44639 |
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