POSSIBILITIES OF USING ARTIFICIAL INTELLIGENCE IN MARKETING
Abstract
The article examines the directions of using artificial intelligence (AI) in the marketing activities of enterprises. The views of scientists regarding the definition of "artificial intelligence" were considered and the author's interpretation of the concept was formulated, which includes a complex of technologies capable of automating and optimizing decision-making processes based on the processing of large volumes of data. The main aspects with the help of which AI can significantly improve the economic activity of the enterprise are identified, in particular through the automation of marketing processes, personalization of interaction with customers and predictive analytics. A TOWS analysis of the integration of AI into the marketing strategies of enterprises was carried out, which allows identifying both opportunities and threats for organizations in the process of introducing new technologies. Specific examples where the advantages of using AI are most pronounced are considered, in particular, in personalized marketing, automated content, data analytics and predicting consumer behavior. Special attention is paid to the use of chatbots, a system of recommendations, as well as tools for analyzing consumer preferences. The relevance of the use of AI in the interaction of enterprises with their consumers has been proven, which allows to significantly increase the effectiveness of communications, reducing costs and increasing customer loyalty. At the same time, the difficulties that may arise during the implementation of AI are identified, including technical limitations, problems with the integration of new technologies into existing systems, as well as ethical and legal issues related to the processing of personal data. A mechanism for the integration of AI into the system of marketing activities of enterprises has been developed, which includes the step-by-step implementation of innovations, monitoring of results and adjustment of strategies. Recommendations on the integration of AI in marketing are aimed at increasing the competitiveness of enterprises in the conditions of digital transformation and globalization of the market.
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