ARTIFICIAL INTELLIGENCE IN MARKETING: POSSIBILITIES OF INFLUENCE AND PERSPECTIVES OF IMPLEMENTATION
Abstract
This article focuses on a detailed analysis of the application of artificial intelligence (AI) in the field of marketing. It explores the impact of AI on strategic planning, implementation of marketing campaigns, and enhancing business opportunities. The article provides a detailed list of categories of AI tools that solve certain marketing tasks, such as content creation, analysis of consumer buying behavior, SEO optimization, automation, etc. The study places special emphasis on generative AI, which has shown significant growth in 2022-2023. Moreover, considerable attention is paid to the ability of these models to generate high-quality content, including text, images, and videos, and their ability to quickly translate into different languages, which reduces communication barriers with potential customers. This utilization of AI in content creation and language translation allows small and medium-sized businesses to compete with large companies by providing them with a powerful marketing tool. The analysis shows that the use of AI significantly increases the productivity of marketing campaigns while reducing the cost of their implementation and execution. The article also highlights the use of AI tools at various stages of marketing strategy development, from data analysis and target audience selection to implementation and optimization of marketing activities. The article emphasizes the importance of further integrating AI into marketing to remain competitive and efficient in today's business world. Given the widespread use of AI, it is important to consider security aspects, including data protection and copyright issues. The obtained results prove the importance of applying artificial intelligence in marketing, demonstrate the positive impact of artificial intelligence on modern marketing and significant prospects for its further use. The scientific significance of the study is to update existing research and outline the prospects for further use of artificial intelligence in marketing. The practical significance lies in the possibilities of using the obtained results for more effective integration of artificial intelligence into the activities of domestic companies.
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