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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