THE ROLE OF ARTIFICIAL INTELLIGENCE IN THE DEVELOPMENT OF MARKETING

This article provides a comprehensive analysis of the distinctive role of artificial intelligence (AI) in modern, rapidly developing marketing .AI’s latest technologies—processing and editing large volumes of data (big data), predicting seller and buyer behavior, establishing automated customer communication to significantly improve sales figures, creating personalized advertising through AI technologies, and promoting company brands—are discussed. The article covers personalized advertising, automated marketing processes such as AI-based chatbots, analytical models, and predictive analytics enabled by AI technologies. It also offers general conclusions about AI’s future directions in marketing, its role in determining market segmentation, and its influence on innovations in real-time marketing.