Vplivi umetne inteligence na odnos in vedenje potrošnikov

The rapid development of artificial intelligence (AI) has transformed the interaction between consumers and businesses, introducing both opportunities and challenges in understanding consumer behaviour.This master's thesis investigates the influence of AI technologies on consumers' attitudes, decision-making processes, and the development of consumer trust.Through a mixed-methods approach, the research combines a quantitative survey of 125 respondents with two in-depth expert interviews from the fields of marketing and computer vision to provide complementary insights from both consumer and business perspectives.The findings reveal that AI enhances personalisation, efficiency, and customer engagement through tools such as chatbots, recommendation engines, and predictive analytics.However, the results also indicate persistent concerns regarding data privacy, ethical transparency, and the loss of human interaction, which continue to shape consumer trust and acceptance.The study concludes that transparent communication, ethical data management, and regulatory alignment are essential for fostering trust and ensuring the responsible and sustainable integration of AI.