APPLICATION OF ARTIFICIAL INTELLIGENCE IN THE FORMATION OF MANAGEMENT DECISIONS IN MARKETING

Abstract

The article substantiates the feasibility of integrating artificial intelligence (hereinafter – AI) into management processes, in particular, marketing, and their impact on the efficiency of enterprises. It is established that the use of AI in business processes of enterprises can significantly optimize marketing management. In particular, AI allows automating routine tasks, which allows managers to focus on strategic planning and innovation. The results of the study confirm the hypothesis that AI is fundamentally changing traditional approaches to marketing management. It has been established that modern AI systems are capable of self-learning and adaptation, which opens up new prospects for automating marketing decision-making and analyzing large amounts of data. It has been determined that the introduction of AI into business processes can significantly increase the efficiency and competitiveness of enterprises and requires significant investments in education, research and the creation of appropriate infrastructure. It is proved that the integration of AI into management processes can improve the quality of management. It is found that AI can significantly optimize project and team management. It has been established that despite the significant potential of AI in automation and data analysis, the role of humans remains a priority. It is determined that the effective use of AI requires an understanding of its capabilities and limitations, as well as consideration of ethical aspects. For the successful implementation of AI, it is necessary to create favorable conditions, including the training of qualified specialists and the development of relevant regulations. It is established that the use of AI allows automating many marketing tasks, such as data collection, data analysis, and report generation. This allows marketing managers to make more informed marketing decisions and focus on staff development. The study offers practical recommendations to the management of enterprises that see the feasibility of introducing AI into their own business processes. The practical significance of the results obtained is to confirm the effectiveness of AI application at domestic enterprises.