Original scientific paper
https://doi.org/10.63191/mcpr.15.1.1
ASSESSMENT OF THE DIGITAL LITERACY INFLUENCE ON THE ADOPTION OF AI-BASED TOOLS
Laura Visković
; University North, Koprivnica, Croatia
Elena Đerić
; University North, Koprivnica, Croatia
Ljerka Luić
; University North, Koprivnica, Croatia
Abstract
Daily utilization of computer technology and digital tools position marketing professionals as pioneering adopters of emerging technologies. The global accessibility and rapid evolution of artificial intelligence (AI) tools empower them to deliver heightened content personalization, optimize campaigns more effectively, engage in perceptive audience profiling, and elevate overall user experiences. However, the existing research lack the understanding of the relationship between digital literacy (DL) and the frequency of AI tools utilization, and this study investigates it among marketing professionals. A comprehensive online survey targeting marketing practitioners was disseminated. The findings revealed that marketing professionals who self-assessed their DL as very good or excellent, use AI tools more frequently. Applying a Spearman’s nonparametric correlation a noteworthy positive correlation between DL and AI-based content creation was confirmed, indicating that individuals with higher self-assessed DL are predisposed to generating a greater volume of digital content. Similarly, the ones who self-assess their attitude toward AI as positive are more inclined to use AI-based tools. Still, among marketing professionals age does not impact the use of advanced technologies. The study also highlighted a lack of correlation between AI tool usage and considerations of digital security that suggests a potential oversight in the comprehensive understanding and responsible use of AI based tools.
Keywords
AI tools; artificial intelligence; digital literacy; marketing professional; marketing communications; digital marketing; digitalization; IT skills
Hrčak ID:
328666
URI
Publication date:
15.9.2024.
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