Digital agents and business innovation: how AI is redefining the rules
Policella, Carlo (A.A. 2024/2025) Digital agents and business innovation: how AI is redefining the rules. Tesi di Laurea in Artificial intelligence & digital marketing, Luiss Guido Carli, relatore Maximo Ibarra, pp. 126. [Master's Degree Thesis]
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Abstract/Index
Artificial intelligence in marketing and business. Definition of digital marketing. Evolution of AI in business. The impact of AI on marketing processes: from personalisation to automation. From traditional AI to generative AI and AI agents. Artificial intelligence: from machine learning to deep learning. The generative AI revolution (linguistic and multimodal models). What is an AI agent: definition and characteristics. Taxonomy of AI agents. AI agents: architecture, operation and business integration. Structure and components of an AI agent: planner, tools, memory, feedback loop. Types of AI agents: autonomous, collaborative, hybrid. Integration into business flows: CRM, ERP, decision support. Ethical implications, security and governance. Social and organizational implications of the use of AI agents. The labor market in the age of digital agents. Leadership and business organization: how governance is changing in the digital economy. The social implications of the widespread adoption of AI agents. Comparative case study. AI agents for customer service: the case of Klarna. AI agents in project management: AutoGPT. AI agents integrated into CRM: the case of Salesforce Einstein. The role of AI agents in UX through logistics optimization: the example of IKEA. Comparative analysis: efficiency and impact of AI agents on organizations and business performance.
References
Bibliografia: pp. 118-126.
| Thesis Type: | Master's Degree Thesis |
|---|---|
| Institution: | Luiss Guido Carli |
| Degree Program: | Master's Degree Programs > Master's Degree Program in Strategic Management (LM-77) |
| Chair: | Artificial intelligence & digital marketing |
| Thesis Supervisor: | Ibarra, Maximo |
| Thesis Co-Supervisor: | Mazzù, Marco Francesco |
| Academic Year: | 2024/2025 |
| Session: | Autumn |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 18 Feb 2026 11:42 |
| Last Modified: | 18 Feb 2026 11:42 |
| URI: | https://tesi.luiss.it/id/eprint/44890 |
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