INNOVATIVE MARKETING AND ITS IMPACT ON THE INTERNATIONAL MARKET IN THE CONTEXT OF DIGITAL TRANSFORMATION

This article examines the impact of innovative marketing on the development and competitiveness of companies in the international marketplace from 2022 to 2026. It examines the fundamental shift in the marketing paradigm from traditional communications to models based on predictive analytics, big data, and artificial intelligence (AI). Key innovative marketing tools are analyzed, including generative AI, hyper-personalization, augmented and virtual reality (AR/VR), and omnichannel strategies. Based on current statistical data and global case studies (Starbucks, Coca-Cola, Nike, KLM), it demonstrates how the implementation of innovative technologies contributes to increased return on investment (ROI), reduced operating costs, and increased consumer loyalty. Particular attention is paid to the challenges and risks associated with the digital transformation of marketing, such as the ethical issues of AI use, personal data protection, and team burnout. It is concluded that by 2026, marketing will finally be transformed from a support function into the core of the business model of international corporations.