EINSATZ DER KÜNSTLICHEN INTELLIGENZ (KI) IM KMU-MARKETING
This project explores the possibilities for Artificial Intelligence (AI) in SME marketing to increase efficiency and innovation, providing an optimal decision-making framework for practical applications of AI tools that increase productivity for marketing purposes.
Timotheos Stauffiger & Ennio Zumthor & Thondup Retzke & Kaan Celik & Gregor Zürcher, 2024
Art der Arbeit Projektarbeit/Praxisprojekt
Auftraggebende Robert Huber AG
Betreuende Dozierende Gatziu Grivas, Stella
Keywords Artificial intelligence AI Marketing SME
Our client, an automotive industry sales and service partner, faces the difficulty of innovating its marketing strategies within its limited team structure. Recognizing AI's potential in revolutionizing operational marketing, this project seeks to identify and evaluate AI tools that can enhance efficiency across various marketing domains. Such as design, text production, video content production and overall productivity. The focus was placed on selecting AI tools which are both theoretically useful as well as practically beneficial to automotive SMEs.
In response to this challenge, a methodical approach was taken in the form of an analysis of the client's existing marketing department processes. By gathering an in-depth understanding of current operational state, this project established a firm foundation for finding solutions which could streamline workflows, enhance productivity, and support achievement of SME marketing objectives. Furthermore, the analysis included an examination of the marketing team composition and their workflow responsibilities, to provide a valuable insight for the As-Is Analysis.
This project produces a comprehensive framework guiding the use of artificial intelligence tools to increase SME marketing efficiency. One key output is a best-practice guide featuring AI tools customized specifically to the client's needs, covering use cases such as graphics creation, image optimization and social media text generation. Not only does this streamline operations but it also enables the client for future advancements that facilitate innovative marketing strategies.
Practical considerations were a key component of this project, with AI tools chosen specifically to be user-friendly and easily integratable, to reduce learning curve and resource investment associated with technology adoption. A guide provided to the client helped them to chose on their own, which AI tools they want to incorporate in their daily business. Additionally, similar tools are included in the suggestion as well, to broaden the selection range for the client.
Overall, this project shows the potential of AI for SME businesses in terms of marketing effectiveness and overall success.
Studiengang: Business Information Technology (Bachelor)