PROMOTION OF SERVICES ON SOCIAL NETWORKS USING CONTENT CREATED USING ARTIFICIAL INTELLIGENCE

Abstract

This article is devoted to the study of the advantages and disadvantages of digital marketing strategies in modern business practice and in particular to the study of the economic effects of the introduction of artificial intelligence tools in the processes of creating advertising content. The purpose of this analysis is to assess the contribution of various forms of content creation methods, including those generated by artificial intelligence, to the effectiveness of digital marketing in social networks (SMM), as well as their impact on consumer behavior and the success of marketing initiatives. The study shows the possibility of cost-effective use of content created with the help of AI to promote products in the digital space, which allows reaching a larger audience to familiarize themselves with the advantages of the offer, retaining the attention of a loyal audience and attracting new customers. A comparative experiment was conducted on the economic efficiency of using AI in SMM and the features of individual digital platforms that suppress the distribution of such content compared to other platforms that contribute to its distribution were noted. The effectiveness of content created using AI and content created by professional production teams with the involvement of actors, videographers and scriptwriters was also compared, which showed the competitiveness of the studied method and its cost-effectiveness. The importance of this topic is emphasized by the rapid development of digital technologies, which have become vital components of modern marketing strategies, which requires businesses to adapt to the dynamics of changes in the business environment and the characteristics of new markets. The practical significance lies in revealing methods for increasing the competitiveness of organizations through the use of digital marketing tools. Future research directions may include the study of new technologies, such as artificial intelligence, their new areas of use and the dynamics of their implementation in the business processes of enterprises to further improve the effectiveness of digital marketing campaigns.