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Optimizing Hotel Email Marketing: An Empirical Study of the Efficiency and Accuracy of Artificial Intelligence-Generated Templates
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| 1.58 MB | Adobe PDF |
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Orientador(es)
Resumo(s)
With recent advancements in Artificial Intelligence (AI), particularly the emergence of
ChatGPT, there is growing interest in leveraging AI to streamline personalized communication
in marketing. This study investigates the efficacy of AI-driven automation in generating HTML
email templates tailored for use in the hospitality industry's CRM system. Addressing the need
for efficient and accurate email marketing solutions, this study explores two key research
questions: the ability of AI to generate HTML code that adheres to the non-standard structures
required by Stripo (an email template builder) and the effectiveness of AI in producing
complete, production-ready templates. A comparative evaluation between Few-Shot
Prompting and Fine-Tuning methodologies using GPT-3.5 Turbo was conducted, revealing that
Fine-Tuning outperforms Few-Shot Prompting in both efficiency and cost-effectiveness, with
a higher compatibility rate with the Stripo plugin. Despite this, challenges remain in integrating
AI-generated components into cohesive email templates, as evidenced by a 44% success rate
in generating complete templates. The novelty of this study lies in its application of Generative
AI to a niche yet critical aspect of digital marketing—automated email template generation.
The findings highlight AI's potential and limitations in automating email marketing, providing
significant insights for AI developers and marketing professionals alike. This research
contributes to the existing literature by demonstrating AI's capability to handle
unconventional HTML structures and offering a practical framework for implementing AIdriven email template generation. For practitioners, the study underscores the importance of
refining AI tools to enhance their reliability and integration within existing marketing systems,
ultimately aiming to save time and resources while improving the effectiveness of email
campaigns.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Knowledge Management and Business Intelligence
Palavras-chave
Artificial Intelligence Email Marketing Generative AI Large Language Models SDG 9 - Industry, innovation and infrastructure