Artificial Intelligence (AI)Evolution of AIDigital Marketing StrategiesChatGPTChatbotsLegal and Moral Implications of AITransformation of Digital Marketing
UNIVERSITÀ DEGLI STUDI DI PADOVA
Artificial intelligence has permeated our reality in a way that years ago would have seemed like a plot from a science fiction movie. This new discipline that aims to simulate human intelligence in machines is a reality in which researchers have been working for more than half a decade, and which seems to be the new normality we are facing. Through this thesis, the evolution of artificial intelligence in history will be briefly exposed, and the basic foundations of this science will be explained with the aim of understanding its potential for multiple industries. Especially since the rise of artificial intelligence coincided with the era of digital marketing, diverse opportunities and approaches appeared in the marketing industry, in which we will mostly focus throughout the thesis. With the advent of artificial intelligence, new developments with a promising future have appeared, such as ChatGPT. This is a chatbot released to the public in November 2022 and which through AI is capable of generating human-like text responses in a conversational manner. ChatGPT in a matter of months has turned into a promising chatbot for almost all industries due to the large amount of information that it is capable of amassing, its ease of use and the speed of response. However, although AI sounds like the perfect ally for companies, it is not a very light reality either, since artificial intelligence has generated great skepticism and fear in the public due to the scope it can have. Especially in the case of ChatGPT there are still many legal loopholes and moral implications that need to be defined and which will be analyzed through this paper. Likewise, we will analyze the opportunities that ChatGPT represents when it comes to transforming digital marketing activities in companies, since it has the potential to perform tasks in a more efficient, innovative and friendly way, which makes it a strategic tool for the companies.
VALENTINA LOPERA GÓMEZ