THE USE OF ARTIFICIAL INTELLIGENCE IN THE ADVERTISING ACTIVITIES OF FOOD INDUSTRY ENTERPRISES
Abstract
The article substantiates the need to introduce artificial intelligence technologies into the advertising activities of food industry enterprises. It is emphasized that the successful implementation of artificial intelligence requires a strategic approach, synergy of IT technologies with marketing and high flexibility of the business model. The role of artificial intelligence as a tool for increasing the competitiveness of food industry enterprises in the context of market globalization and changing consumer expectations is emphasized in the article. It is noted that sales forecasting with the help of artificial intelligence is carried out in stages: data collection; identification of patterns; and formation of recommendations. Among the main features of AI advertising are the following: automatic selection of the audience for advertising; optimization of advertising campaign budget; real-time analysis of efficiency and strategy adjustment, etc. The main advantages (increased efficiency of marketing campaigns due to improved targeting and personalization; real-time analysis of large amounts of data, optimization of customer interaction and improvement of service quality; forecasting of demand and trends, effective inventory management; rapid adaptation to market changes; improved customer interaction; optimization of advertising budget; scaling of advertising campaigns) and disadvantages (high costs of implementing and maintaining artificial intelligence; the need to ensure data confidentiality and security; dependence on high-quality data; lack of human factor in customer interaction, limitations in creativity; possible forecasting errors; the need to quickly change algorithms and technologies) the use of artificial intelligence in the advertising activities of food industry enterprises. The article provides recommendations for overcoming problems of using artificial intelligence in the advertising activities of food industry enterprises, including: organizing ethical data collection and processing; providing support to small and medium-sized enterprises; investing in training programs for employees focused on digital technologies and artificial intelligence; ensuring smooth integration with traditional marketing methods; implementing data testing and analysis; using hybrid analytics models to reduce risks.
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