Publicação
Advertising agencies and their clients in the age of generative artificial intelligence - the case of Blitzworks & Coca Cola
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Castro, João | |
| dc.contributor.author | Widmayer, Julius Sebastian Carl | |
| dc.date.accessioned | 2024-11-06T15:41:23Z | |
| dc.date.available | 2024-11-06T15:41:23Z | |
| dc.date.issued | 2024-01-22 | |
| dc.date.submitted | 2023-12-15 | |
| dc.description.abstract | This work dives into the impact of artificial intelligence on the strategic frameworks of advertising firms, with a spotlight on the innovative campaigns from M&C Saatchi and Blitzworks. It ventures into the transformative potential of GenAI, underscoring its capacity to refine marketing through personalization and streamlined operations. While recognizing the nascent state of AI applications, the research discusses continuous technological and ethical progression. The findings suggest that AI acts as a competent sparring partner to humans in advertising, recommending that agencies adopt AI to enhance the creative process. | pt_PT |
| dc.identifier.tid | 203601645 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/174703 | |
| dc.language.iso | eng | pt_PT |
| dc.relation | UID/ECO/00124/2013 | pt_PT |
| dc.subject | Ai | pt_PT |
| dc.subject | Generative ai | pt_PT |
| dc.subject | Advertising | pt_PT |
| dc.subject | Agency | pt_PT |
| dc.subject | Communication | pt_PT |
| dc.subject | Business model | pt_PT |
| dc.subject | Innovation | pt_PT |
| dc.subject | Disruption | pt_PT |
| dc.title | Advertising agencies and their clients in the age of generative artificial intelligence - the case of Blitzworks & Coca Cola | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | A Work Project, presented as part of the requirements for the Award of a Master’s degree in Management from the Nova School of Business and Economics. | pt_PT |