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The concept of using artificial intelligence in the process of building a marketing communication strategy (avatar model)


[ 1 ] Wydział Zarządzania i Dowodzenia, Akademia Sztuki Wojennej | [ P ] employee

Scientific discipline (Law 2.0)

[5.6] Management and quality studies

Year of publication


Published in

Zeszyty Naukowe Politechniki Śląskiej. Seria Organizacja i Zarządzanie

Journal year: 2022 | Journal number: no. 167

Article type

scientific article / paper

Publication language


  • Artificial intelligence
  • Avatar
  • Communication
  • Innovation
  • Internet
  • Marketing
  • Qualitative research
  • Quantitative research
  • Social media
  • Badania ilościowe
  • Badania jakościowe
  • Badania naukowe
  • Informacja
  • Innowacje
  • Internet
  • Klient
  • Komunikacja
  • Komunikacja marketingowa
  • Media społecznościowe
  • Sztuczna inteligencja
  • Technologie asystujące

EN Purpose: The presented research purpose (and thus the article's creation) result from considerations of the topicality of the traditional channels of contact with clients proposed in the literature. Furthermore, due to the dynamics of changes in the environment and the highly intensive scientific and technological development, it was decided to investigate which channels of marketing information are popular and used by young people (hence the proposed age range of the respondents). Design/methodology/approach: In the research process, a classic questionnaire was used, which was presented to the respondents in an innovative, modern form. Avatar invited the participants to participate in the study, asking applicants to provide their date of birth. After verifying that each person actually exists and meets the assumed criteria of the research group, AVATAR presented a questionnaire, which included questions about the assessment of classic and modern methods of marketing communication (as described later in the publication). The thematic scope of the article covers the analysis of trends in the field of marketing communication among young people and includes the assessment of modern, creative and innovative methods of influencing a potential customer. In this context, it should be emphasised that the choice of the respondents is not accidental - they are young people, and therefore their opinions and assessments will be a valuable source of information for modern enterprises' marketing and commercial departments. Findings: Due to time constraints, the research concerned selected tools and methods of marketing communication, evaluating a set of classic forms of communication, which were extended to more modern methods (internet, social media) and innovative tools. Due to the positive appraisals of the project, it should be assumed that other cities and municipalities in Poland should be equipped with the AVATAR tool, which in turn will allow for the recommendation of further research on a group of respondents in the same age group, but coming from different regions of the country (geographically) and various centers (rural, urban, agglomeration). Originality/value: During the research, it was found that among young people, the traditional channels of marketing information are not only losing their importance but are even going unnoticed. Among the proposed set of eleven classic forms of marketing, almost all were rejected, except for the so-called word-of-mouth marketing. It should be emphasised, however, that the respondents stated that word-of-mouth marketing is evolving for the benefit of the internet (opinions about the product, company, or service) and messages transmitted via social media. Therefore, the next part of the study was devoted to analysing and evaluating the innovative avatar tool as a potential carrier of marketing information and a tool for transmitting interactive advertising messages. The research also established that all innovations are positively perceived by respondents aged 20-29, regardless of the city they come from (in this case, the innovation was an avatar).

Date of online publication


Pages (from - to)

289 - 302





Bibliografia ma stronach 301-302.

Presented on

XVI edycja Konferencji: Strategie w podejmowaniu decyzji w sytuacjach konfliktu i współpracy. Współczesne wyzwania w działalności organizacji., 20-21.06.2022, Ustroń, Polska

Open Access Mode

publisher's website

Open Access Text Version

final published version

Release date

2023 (Date presumed)

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