MECHANISMS FOR MAKING MARKETING DECISIONS BASED ON ARTIFICIAL INTELLIGENCE

this article analyzes the theoretical and practical aspects of marketing decision-making mechanisms based on artificial intelligence (AI) technologies. The role of artificial intelligence in the processes of data-based marketing management, forecasting consumer behavior, segmentation, development of personalized proposals, and evaluation of marketing effectiveness in the digital economy is highlighted. As a result of the study, an integrated model aimed at optimizing marketing decisions was proposed.