Publicação
Advertising agencies and their clients in the age of generative artificial intelligence - the case of Persado
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Castro, João | |
| dc.contributor.author | Hanf, Lukas Carl | |
| dc.date.accessioned | 2025-03-19T09:58:37Z | |
| dc.date.available | 2025-03-19T09:58:37Z | |
| dc.date.issued | 2024-06-26 | |
| dc.date.submitted | 2023-12-20 | |
| dc.description.abstract | This thesis investigates the role of Generative Artificial Intelligence in advertising, focusing on its transformative effect on business models within Advertising Agencies. Through comparative case studies of Persado and Supernatural, the research evaluates hypotheses related to adopting GenAI, revealing its multifaceted potential to drive productivity, promote a shift towards technological proficiency, and redefine product offerings. The study contributes to the discourse on AI's role in business, emphasizing the need for adaptability and innovation, providing a strategic perspective for agency leaders, and a practical "Best Practice Guide" in the age of AI. | pt_PT |
| dc.identifier.tid | 203864611 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/180899 | |
| 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 Persado | 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 |