THE ROLE OF ARTIFICIAL INTELLIGENCE IN ADVERTISING

This article provides a comprehensive analysis of the role, significance, and practical applications of artificial intelligence technologies in the advertising industry and modern marketing systems. The study examines how artificial intelligence is transforming traditional advertising methods by enabling companies to better understand consumer behavior, preferences, and purchasing patterns through data analysis and machine learning algorithms. Special attention is given to the use of AI in creating personalized and targeted advertisements, audience segmentation, customer engagement, and improving the overall effectiveness of marketing campaigns.Furthermore, the article discusses the advantages of artificial intelligence in automating advertising processes, reducing operational costs, saving time, and increasing business productivity. It also highlights the importance of AI-powered tools such as chatbots, recommendation systems, predictive analytics, and virtual assistants in establishing stronger communication between companies and consumers. In addition, the research explores current trends and future prospects of artificial intelligence in digital marketing, emphasizing its growing influence on business competitiveness and innovation. The findings of the study demonstrate that artificial intelligence is becoming an essential component of the modern advertising ecosystem and plays a crucial role in the development of efficient and data-driven marketing strategies.