POTENTIAL OF ARTIFICIAL INTELLIGENCE APPLICATION IN SOLVING MARKETING CHALLENGES

Abstract

The aim of this article is to explore modern approaches to the application of artificial intelligence (AI) in marketing processes, particularly for automating consumer behavior analysis, personalizing communications, and optimizing advertising strategies at various stages of customer interaction. Methodology of research. This study employs a comprehensive approach to examine modern applications of artificial intelligence (AI) in marketing processes. It combines the analysis of scientific publications by international and Ukrainian authors, logical generalization, structural and comparative analysis of leading companies’ practices, and the study of consumer behavior through surveys, digital analytics, and trend monitoring on social media and e-commerce platforms. Findings. The results show that AI enhances the accuracy of marketing campaigns, enables segmentation and prioritization of target audiences based on demographic and behavioral characteristics, optimizes advertising expenditures, automates personalized offers, and forecasts demand for products and services. AI tools allow real-time adaptation of content to user preferences, predictive modeling of purchase likelihood, and improved management of customer experience, significantly increasing operational efficiency. At the same time, AI use faces limitations, including the need for large volumes of high-quality data, risks of misinterpreting algorithmic results, and ethical and legal considerations regarding the collection, storage, and use of personal data. Practical significance. The findings of this study can be applied by enterprises to enhance the effectiveness of marketing communications, optimize resource allocation, develop segment-oriented strategies, and increase customer loyalty. Integrating AI into marketing promotes more flexible and adaptive business process management, opens new opportunities for creating personalized content, automates advertising campaigns, and predicts consumer behavior, which is particularly important in the context of digitalization, global competition, and rapidly evolving consumer expectations.