USE OF ARTIFICIAL INTELLIGENCE (AI) TECHNOLOGIES IN MARKETING
Keywords:
Artificial intelligence, marketing, digital marketing, marketing analytics, personalized marketing, chatbots, marketing automation, digital technologies.Abstract
This article examines the theoretical and practical aspects of using artificial intelligence (AI) technologies in marketing activities. In the context of the rapidly developing digital economy, artificial intelligence has become one of the key tools for improving marketing efficiency and enhancing the competitiveness of enterprises. The study analyzes the main directions of AI application in marketing, including big data analysis, consumer behavior prediction, personalized advertising, recommendation systems, chatbots, and marketing automation platforms. The research also highlights the role of artificial intelligence in improving decision-making processes, optimizing marketing strategies, and strengthening communication between companies and consumers. The results of the study demonstrate that the effective implementation of AI technologies in marketing allows enterprises to better understand customer needs, improve marketing performance, and increase market competitiveness.
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