The use of artificial intelligence in marketing: a case study from the Czech Republic

Abstract

Background: The rapid development of Artificial Intelligence (AI) brings new opportunities for marketing practice, particularly in cost optimisation and increasing campaign effectiveness. This paper responds to the need to explore the practical application of AI within a specific business environment. 

Purpose: This paper aimed to investigate whether the use of AI for marketing content created by a selected South Bohemian digital agency leads to reduced costs, increased efficiency, and improved conversions.

Study design/methodology/approach: The research employed quantitative analysis of data from marketing campaigns conducted in 2023 (excluding AI) and 2024 (with AI implementation). Performance metrics, including cost-per-turnover (CPT), were compared, and Chi-square test and Effect size calculations were applied.

Findings/conclusions: AI had a positive impact on campaign performance, contributing to more efficient budget allocation and improved conversion results. The findings are particularly beneficial for SMEs seeking effective marketing solutions. For SME managers, this brings practical implications in the form of more efficient budget allocation, faster campaign optimization, and gaining a competitive advantage.

Limitations/future research: The study involved only one company and a limited number of campaigns, which limits the possibilities of generalisation. It is recommended that the research be extended to more companies and sectors in the future.