From booking to customer support: exploring challenges hindering the integration of generative AI in Austria's banking sector

Klein, Victoria (A.A. 2024/2025) From booking to customer support: exploring challenges hindering the integration of generative AI in Austria's banking sector. Tesi di Laurea in Business and marketing analytics, Luiss Guido Carli, relatore Andrea De Mauro, pp. 77. [Master's Degree Thesis]

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Abstract/Index

Literature review. Technological organizational environmental (TOE) framework. Generative artificial intelligence. Generative artificial intelligence in marketing. Methodology. Research context. Research design. Case selection & data collection. Data analysis. Results. Thematic structure and visualization of findings. Theme 1: current adoption and utilization of GenAI. Theme 2: challenges in GenAI adoption. Theme 3: future prospects and strategic transformations.

References

Bibliografia: pp. 45-52.

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: Business and marketing analytics
Thesis Supervisor: De Mauro, Andrea
Thesis Co-Supervisor: Pelaez Martinez, Andrea
Academic Year: 2024/2025
Session: Summer
Deposited by: Alessandro Perfetti
Date Deposited: 25 Sep 2025 14:18
Last Modified: 25 Sep 2025 14:18
URI: https://tesi.luiss.it/id/eprint/43317

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