| Abstract [eng] |
The rapid development of artificial intelligence has led to its increasing application in marketing communication across various sectors, including cultural institutions. Art galleries, which operate at the intersection of culture, creativity, and experience, are gradually adopting artificial intelligence tools in their marketing activities. However, the impact of marketing artificial intelligence tools on art gallery consumer behaviour remains insufficiently explored, particularly in the context of visitor experience, engagement, and decision-making. Therefore, this thesis addresses the problem of how marketing artificial intelligence tools influence consumer behaviour in art galleries. The object of the thesis is the impact of marketing artificial intelligence tools on art gallery consumer behaviour. The aim of the thesis is to examine the impact of marketing artificial intelligence tools on art gallery consumer behaviour. The tasks of the thesis are: 1. To analyse the concepts and characteristics of marketing artificial intelligence tools, art galleries, and consumer behaviour. 2. To identify marketing artificial intelligence tools applied in marketing based on scientific literature. 3. To develop a research model of the impact of marketing artificial intelligence tools on consumer behaviour based on theoretical and empirical research results. 4. To investigate the marketing artificial intelligence tools applied in art galleries and the ways they are used. 5. To reveal the impact of marketing artificial intelligence tools on consumer behaviour in art galleries. Methods: The theoretical part of the thesis is based on the comparative analysis, synthesis, systematisation, induction, and deduction of scientific literature, allowing for a comprehensive overview of marketing artificial intelligence tools, art gallery marketing, and consumer behaviour concepts. The empirical research applies a mixed-method research design. Qualitative data were collected through content analysis of publicly available digital communication of Lithuanian art galleries in order to identify applied artificial intelligence tools and their usage practices. Quantitative data were collected through a questionnaire survey aimed at assessing the perceived impact of marketing artificial intelligence tools on art gallery consumer behaviour. The results of the empirical research indicate that the analysed art galleries in Lithuania apply artificial intelligence tools in their marketing very rarely or not at all. Qualitative analysis revealed no consistent or purposeful use of AI solutions. The findings further show that the strongest impact on consumer engagement, experience quality, and trust is associated with AI tools that consumers encounter directly, such as AI-based textual and visual content creation, recommendation systems, and chatbots. However, these tools are used only to a limited extent, making their influence largely hypothetical or based on experiences from other sectors. Less visible tools, including sentiment analysis and dynamic pricing, demonstrate unconfirmed effect on consumer behaviour. Nevertheless, consumers express a positive attitude and openness toward new technologies, suggesting that future implementation of AI tools may significantly influence consumer behaviour and support long-term relationships between art galleries and their audiences. |
