Academic project
AI e futuro del marketing
Bachelor’s thesis · Opportunities, challenges and ethical implications
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OVERVIEW
My bachelor’s thesis explores how artificial intelligence is transforming marketing, from personalised customer experiences and automation to ethical implications. Through theoretical and qualitative research, I examine opportunities for businesses and challenges involving privacy, transparency, bias and skills, with a focus on responsible technology adoption.
Context and challenge
Bachelor’s thesis in Corporate Communication and Public Relations at IULM University, academic year 2024/2025. Original title: “L’intelligenza artificiale e il futuro del marketing: opportunità, sfide e impatti etici”. Thesis supervisor: Prof. Francesco Massara.
Objectives
Understand how AI changes marketing strategies and identify adoption challenges, connecting practical applications, organisational change and ethical responsibility.
Process and my contribution
I developed a critical analysis of academic literature, institutional documents and industry reports. The research moves from AI fundamentals to applications such as recommendation systems, chatbots and sentiment analysis, then examines risks, costs and training needs.
Results and outputs
The thesis concludes with a discussion of the balance between innovation and responsibility: integrating AI requires attention to transparency, inclusion and the role of people, alongside efficiency. The full thesis and presentation are available below in Italian.