PRIMENA VEŠTAČKE INTELIGENCIJE U AUTOMATIZACIJI I OPTIMIZACIJI MARKETING PROCESA

Ivana Damjanović

doi:10.24867/33GI03Damjanovic

Industrijsko inženjerstvo i inženjerski menadžment

God. 41 Br. 01 (2026): Зборник радова Факултета техничких наука

PRIMENA VEŠTAČKE INTELIGENCIJE U AUTOMATIZACIJI I OPTIMIZACIJI MARKETING PROCESA

Ivana Damjanović

33GI03Damjanovic.pdf

DOI:: https://doi.org/10.24867/33GI03Damjanovic
Predato: January 8, 2026
Objavljeno: 2026-03-09

Apstrakt

Ovaj rad analizira načine na koje savremene tehnologije veštačke inteligencije (AI) mogu unaprediti marketinške aktivnosti kroz automatizaciju i optimizaciju različitih procesa. Fokus je na personalizaciji kampanja, poboljšanju segmentacije tržišta i efikasnijoj upotrebi resursa analizom velikih podataka i predikcijom ponašanja korisnika. Rad uključuje i studije slučaja koje osvetljavaju praktične primene i efekte AI u savremenom marketingu.

Reference

[1] G. Kihlström, Using AI in Marketing: An Introduction. Sterling, VA: Stylus Publishing, LLC, 2024.
[2] M. Johnsen, AI in Digital Marketing. Berlin: Walter de Gruyter GmbH & Co KG, 2024.
[3] ThinkML Team, “The Dark Side of AI in Marketing: Understanding the Disadvantages,” ThinkML, May 7, 2023. [Online]. Available: https://thinkml.ai/the-dark-side-of-ai-in-marketing/ [Accessed: May, 2025].
[4] R. Venkatesan and J. Lecinski, The AI Marketing Canvas: A Five-Stage Road Map to Implementing Artificial Intelligence in Marketing. Stanford, CA: Stanford University Press, 2021.
[5] I. Kotorchevikj, “Deep Brew: Transforming Starbucks into an AI & Data-Driven Company,” Hyperight, 2021. [Online]. Available: https://hyperight.com/deep-brew-transforming-starbucks-into-a-data-driven-company [Accessed: May, 2025].
[6] E. Wilson, “How Starbucks Uses Predictive Analytics and Your Loyalty Card Data,” Demand-Planning.com, May 29, 2018. [Online]. Available: https://demand-planning.com/2018/05/29/how-starbucks-uses-predictive-analytics-and-your-loyalty-card-data/ [Accessed: May, 2025].
[7] D. Pereira, “Starbucks Marketing Strategy,” Business Model Analyst, Jul. 9, 2024. [Online]. Available: https://businessmodelanalyst.com/starbucks-marketing-strategy/?srsltid=AfmBOopqs7VY507GFHC-I19KCCrgCegfKSGU1p_qc3eGccFHi97EVVje [Accessed: May, 2025].
[8] M. O’Connor, “How Does Starbucks Use Artificial Intelligence for Better Results,” AI2People, May 20, 2023. [Online]. Available: https://ai2people.com/how-does-starbucks-use-artificial-intelligence-for-better-results/ [Accessed: May, 2025].
[9] Y. Y. Raghav, R. K. Tipu, R. Bhakhar, T. Gupta, and K. Sharma, “The Future of Digital Marketing: Leveraging Artificial Intelligence for Competitive Strategies and Tactics,” in The Use of Artificial Intelligence in Digital Marketing: Competitive Strategies and Tactics, IGI Global, 2024, pp. 249–274.
[10] M. Arsenault, “The Amazon Recommendations Secret to Selling More Online,” Rejoiner, Dec. 21, 2022. [Online]. Available: https://www.rejoiner.com/resources/amazon-recommendations-secret-selling-online [Accessed: May, 2025].
[11] I. van de Haar, C. P. Broberg, and I. Doshoris, “How Artificial Intelligence is Changing the Relationship Between the Consumer and Brand in the Music Industry,” LBMG Strategic Brand Management - Masters Paper Series, 2019.

[1] [1] G. Kihlström, Using AI in Marketing: An Introduction. Sterling, VA: Stylus Publishing, LLC, 2024.

[2] [2] M. Johnsen, AI in Digital Marketing. Berlin: Walter de Gruyter GmbH & Co KG, 2024.

[3] [3] ThinkML Team, “The Dark Side of AI in Marketing: Understanding the Disadvantages,” ThinkML, May 7, 2023. [Online]. Available: https://thinkml.ai/the-dark-side-of-ai-in-marketing/ [Accessed: May, 2025].

[4] [4] R. Venkatesan and J. Lecinski, The AI Marketing Canvas: A Five-Stage Road Map to Implementing Artificial Intelligence in Marketing. Stanford, CA: Stanford University Press, 2021.

[5] [5] I. Kotorchevikj, “Deep Brew: Transforming Starbucks into an AI & Data-Driven Company,” Hyperight, 2021. [Online]. Available: https://hyperight.com/deep-brew-transforming-starbucks-into-a-data-driven-company [Accessed: May, 2025].

[6] [6] E. Wilson, “How Starbucks Uses Predictive Analytics and Your Loyalty Card Data,” Demand-Planning.com, May 29, 2018. [Online]. Available: https://demand-planning.com/2018/05/29/how-starbucks-uses-predictive-analytics-and-your-loyalty-card-data/ [Accessed: May, 2025].

[7] [7] D. Pereira, “Starbucks Marketing Strategy,” Business Model Analyst, Jul. 9, 2024. [Online]. Available: https://businessmodelanalyst.com/starbucks-marketing-strategy/?srsltid=AfmBOopqs7VY507GFHC-I19KCCrgCegfKSGU1p_qc3eGccFHi97EVVje [Accessed: May, 2025].

[8] [8] M. O’Connor, “How Does Starbucks Use Artificial Intelligence for Better Results,” AI2People, May 20, 2023. [Online]. Available: https://ai2people.com/how-does-starbucks-use-artificial-intelligence-for-better-results/ [Accessed: May, 2025].

[9] [9] Y. Y. Raghav, R. K. Tipu, R. Bhakhar, T. Gupta, and K. Sharma, “The Future of Digital Marketing: Leveraging Artificial Intelligence for Competitive Strategies and Tactics,” in The Use of Artificial Intelligence in Digital Marketing: Competitive Strategies and Tactics, IGI Global, 2024, pp. 249–274.

[10] [10] M. Arsenault, “The Amazon Recommendations Secret to Selling More Online,” Rejoiner, Dec. 21, 2022. [Online]. Available: https://www.rejoiner.com/resources/amazon-recommendations-secret-selling-online [Accessed: May, 2025].

[11] [11] I. van de Haar, C. P. Broberg, and I. Doshoris, “How Artificial Intelligence is Changing the Relationship Between the Consumer and Brand in the Music Industry,” LBMG Strategic Brand Management - Masters Paper Series, 2019.