A master thesis from Aalborg University
Integration af AI-værktøjer i bureauer: En strategisk anvendelse af skræddersyede GPT'er
[Integrating AI Tools in Agencies: A Strategic Use of Customized GPTs]
Forfatter(e)
Semester
4. semester
Uddannelse
Udgivelsesår
2025
Afleveret
2025-05-30
Antal sider
155 pages
Abstract
This thesis examines how generative AI, with a specific focus on customized GPTs, can be developed and implemented to supplement the creative work processes in a marketing agency. This is examined through the research question: How can a customized GPT be developed to support the creative workflow in a marketing agency, and what ethical considerations must be addressed? Using Apropos Bureau ApS as a case, the study explores how marketing professionals perceive and interact with generative AI tools and how such technologies can be embedded in organizational rou-tines while upholding values such as creativity, trust, and transparency. The research combines a mixed methods approach, including qualitative interviews, a self-administered survey, and the iterative development and internal testing of a GPT prototype tailored to the agency’s needs. The study is the-oretically grounded in a combination of pragmatism and hermeneutics and draws on Mathiassen’s model of engaged scholarship to bridge academic insight with practical application. This dual per-spective ensures that the empirical analysis not only reflects employees’ situated experiences but also contributes to design a solution that is context-sensitive and actionable. Key findings indicate that customized GPTs hold potential for enhancing efficiency, idea generation, and content personalization in marketing workflows. However, the study also identifies significant ethi-cal concerns, particularly regarding data usage, transparency, creative authorship, as well as con-cerns regarding diminishing creative autonomy. Based on these insights, a practical framework and an interactive prototype is developed to guide agencies in responsible and strategic use of generative AI. The thesis contributes to the field of Interactive Digital Media by offering a concrete example of how human-centered AI solutions can be designed and ethically integrated into creative industries, rein-forcing rather than undermining professional competencies and values.
Emneord
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