COMPARISON OF HUMANS AND ARTIFICIAL INTELLIGENCE IN THE AHP METHOD-BASED CONTENT CREATION FOR DIGITAL MARKETING

Jelena Šiđanski

University of Novi Sad, Faculty of Economics in Subotica, Republic of Serbia

In digital marketing, the ability to create engaging and relevant content is a key success factor. Advancements in technology present new opportunities, with artificial intelligence (AI) reshaping various business sectors. AI can assist or fully manage content creation, helping marketers enhance work processes and outcomes. Using a multicriteria analysis model, it is possible to evaluate criteria and make decisions between alternatives for content creation. This paper uses the Analytical Hierarchy Process (AHP) to evaluate the alternatives, namely humans, AI, and a combination of the two, with the aim of improving content creation based on the criteria of creativity, speed, cost, content quality, adaptability, and conversion. The results of the paper indicate that marketing professionals consider humans to be most effective for content creation, particularly in creativity, content quality, adaptability, and conversion. While the combination of humans and AI offers advantages in cost efficiency and speed, it does not surpass the human-driven approach.

Keywords: humans, artificial intelligence, digital marketing, content creation, AHP method

JEL Classification: M31, C44, O33, D83, L86

Economic Horizons, 2025, 27(1), 177-193. Published online April 8^th 2025

doi:10.5937/ekonhor2502187S

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