THE IMPACT OF ARTIFICIAL INTELLIGENCE ON DIGITAL MARKETING
Abstract
This article examines the specific ways in which artificial intelligence technologies influence the development of digital marketing and substantiates the feasibility of their implementation in the activities of modern enterprises operating in the context of digital transformation. Particular attention is paid to the role of artificial intelligence in improving marketing efficiency, strengthening customer engagement, optimizing business processes, and enhancing enterprise competitiveness in an increasingly dynamic digital environment. It examines the main areas of application for artificial intelligence in marketing, including the automation of content creation, social media management, personalization of customer interactions, email marketing, data analytics, and customer behavior forecasting. Particular attention is paid to the use of the ChatGPT generative model as an innovative tool for improving the efficiency of marketing departments. The study examines its potential for automating routine marketing tasks, supporting content creation, enhancing customer communication, accelerating market analysis, and improving decision-making based on data-driven insights. This study analyzes the possibilities of integrating ChatGPT into a company’s marketing processes and assesses its impact on labor productivity. It has been demonstrated that the implementation of this technology allows for the automation of a significant portion of routine operations, reduces the time required to prepare marketing materials, and improves the efficiency of customer interactions. It is argued that the use of artificial intelligence should not be viewed as a tool for reducing staff, but rather as a means of improving the efficiency of specialists by reorienting them toward strategic, analytical, and creative tasks. Based on the calculations performed, the economic feasibility of using ChatGPT in the company’s marketing activities has been determined, and an assessment of its effectiveness compared to traditional work organization has been provided. The results of this study can be used by companies in various industries when implementing artificial intelligence technologies to optimize digital marketing processes, increase competitiveness, and ensure the effective use of human resources.
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