Exploring AI Awareness and its Role in Internet Marketing Among Students in Lithuania and Poland

Abstrakt

This study investigates the awareness and role of Artificial Intelligence (AI) in internet marketing among students in Lithuania and Poland. AI has revolutionized digital marketing by enabling personalized content, enhancing user experiences, and optimizing marketing strategies through machine learning, natural language processing, and data analytics. The research involved a sample of 400 students, equally divided between Lithuania and Poland, with varied demographics in terms of gender, age, and educational level. The survey, conducted remotely via Google Forms, revealed that while there is a foundational awareness of AI's application in marketing, significant differences exist in the levels of understanding and engagement between the two countries. The findings indicate that AI-driven personalization is recognized but also raises ethical concerns, particularly regarding data privacy and security. Despite these concerns, there is a general acceptance of AI's potential to enhance marketing effectiveness. The study underscores the need for businesses to educate consumers about AI functionalities and adopt transparent data practices to build trust. Future research should expand the sample size and include diverse demographics to provide a more comprehensive understanding of AI's impact on digital marketing. This research contributes valuable insights into the dual role of AI in personalizing content and addressing privacy concerns, offering actionable recommendations for leveraging AI in ethical and effective ways.