USING ARTIFICIAL INTELLIGENCE IN THE DEVELOPMENT OF MARKETING COMMUNICATION TOOLS FOR A SPECIFIC FURNITURE PRODUCT
Keywords:
artificial intelligence; marketing communication; innovation; wood productAbstract
Artificial intelligence is transforming various industries, including the furniture sector, by enhancing efficiency and innovation. attitudes toward AI-driven marketing communication tools in the wood processing industry are evaluated in this paper. An experiment focused on using artificial intelligence to create communication tools for a specific furniture product, namely a selected kitchen unit from a Slovak furniture manufacturing company and subsequently evaluated the perception of AI-generated suggestions in comparison to human-generated ones. The attitudes observed in the experiment were determined through a questionnaire and evaluated using descriptive statistics. AI-generated ideas were rated as more original and attractive than those from human participants and professional designers; however, they face challenges such as incomprehensibility and credibility issues. The results of the experiment align with theoretical knowledge and other research, indicating that AI-generated ideas are original, innovative, and appealing to customers; however, the human factor remains very important and necessary. Maintaining a professional approach is essential when creating selected marketing communication tools to ensure their effectiveness and proper targeting.
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