Artificial intelligence in the creative industry: the role of AI in revolutionizing marketing strategies
Cruciani, Sara (A.A. 2023/2024) Artificial intelligence in the creative industry: the role of AI in revolutionizing marketing strategies. Tesi di Laurea in Language in advertising, Luiss Guido Carli, relatore Paolo Peverini, pp. 134. [Master's Degree Thesis]
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Abstract/Index
Artificial intelligence in marketing. History and evolution of artificial in. The definition of artificial intelligence. Artificial intelligence: revolutionizing marketing practices and strategies. Applications of artificial intelligence in marketing. Challenges and limitations of AI in marketing. The interaction between artificial intelligence and human creativity. What is creativity? Modern approaches to advertising. Ai for the creative industries. Introduction of the research question. Analysis & methodology. The semiotic analysis of the campaigns. “Coca-Cola® masterpiece” campaign by Coca-Cola: AI as human-empowerment. The semio-narrative level. The role of artificial intelligence in the campaign. “BeRebel-l'intelligenza reale-tonno all'opera” campaign by BeRebel: AI as main creator. The semio-narrative level. The role of artificial intelligence in the campaign. Interviews. Data analysis.
References
Bibliografia: pp. 129-133. Sitografia: p. 134.
| Thesis Type: | Master's Degree Thesis |
|---|---|
| Institution: | Luiss Guido Carli |
| Degree Program: | Master's Degree Programs > Master's Degree Program in Marketing (LM-77) |
| Chair: | Language in advertising |
| Thesis Supervisor: | Peverini, Paolo |
| Thesis Co-Supervisor: | Romagnoli, Stella |
| Academic Year: | 2023/2024 |
| Session: | Summer |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 28 Jan 2025 14:00 |
| Last Modified: | 28 Jan 2025 14:00 |
| URI: | https://tesi.luiss.it/id/eprint/41047 |
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