Marketing i Menedžment Innovacij (Apr 2025)
Perceptions of Artificial Intelligence in the Context of Marketing Innovations of Healthcare Institutions
Abstract
The world today is an unstable place that threatens but also offers opportunities. Presently, one of the major innovation trends is the use of artificial intelligence. The use of AI has gained importance and is gradually reaching all areas of human activities, such as healthcare. The present paper focuses on the perception of artificial intelligence in the context of the marketing innovations of healthcare institutions. The main objective of this research is to analyse the ways in which artificial intelligence is used in healthcare settings from different research perspectives. This paper focuses on exploring views on the use of AI through marketing innovation, perceptions of the positive impact of AI as a marketing tool and the willingness to use AI. The subject is examined by quantitative research, using the questionnaire method on a sample of N=208 respondents. The data collected from the respondents show that the size of the healthcare facility has an impact on the use of AI as a marketing tool. This conclusion was supported by statistical verification of the hypothesis, with a value of p= 0.041, thus confirming the initial assumption. From a comprehensive point of view, more than half of the respondents said that they are in favour of using AI as a marketing tool in healthcare facilities. The perception of the positive impact of AI as a marketing tool does not depend on the classification of a healthcare facility’s healthcare activity. The positive impact of AI on all areas of healthcare services prevails. However, in accordance with the results of the research, the category of hospital facilities perceives the positive impact of artificial intelligence the most. The willingness to adopt artificial intelligence in marketing innovation is represented by the difference between healthcare facility owners. A deeper examination of data from respondents shows that private facilities are the most prone to adopt AI in their activities. This willingness is also confirmed by the value of the standard deviation, which was the lowest in health care facilities owned by a private owner. The current use of various forms of AI is widespread in more than 30% of healthcare facilities. Artificial intelligence is and will increasingly come to the forefront as a major innovation capable of solving tasks in ways that human decisions would. Healthcare was one of the first areas in which AI was implemented. In addition, the topic has gained increasing traction. The effective use of AI will help healthcare facilities benefit not only owners but also patients and other interest groups.
