MAPPING THE DEVELOPMENT OF AI-RELATED PUBLICATIONS IN MARKETING

The main objective of the paper is to map the development of the occurrence and context of articles containing the phrase artificial intelligence in the professional periodical Strategie, based on media outputs. The transcript of the articles we examined is an output of the Mediaboard media monitoring. We used content analysis to examine the presence of the occurrence of the phrase artificial intelligence and the context in which it is mentioned. We grouped the articles we examined by context into the five most recurrent categories: an advertising campaign that used artificial intelligence in its production. Award-winning work that used artificial intelligence in its production. Educational articles of a theoretical nature. Changes in the work and processes of agencies and contractors. The ethical framework for the use of AI, the need for regulation, and the spread of misinformation. We found that the number of articles with the keyword phrase grew continuously over the monitored period and the context in which AI was mentioned changed over time. In the print edition of the journal, we only recorded the relevant occurrence and context from the March 2023 issue onwards. In the online environment, we recorded the occurrence of the key phrase from January 2023 onwards, which is in line with the specifics applicable to online editions: to ensure real-time relevance. We did not observe a fundamental difference between content published online and in print.