THE USE OF ARTIFICIAL INTELLIGENCE IN MARKETING

ABSTRACT

This article is devoted to the study of the use of artificial intelligence in marketing. The purpose of the study is to analyze various aspects of the use of artificial intelligence to build effective business processes. The research methods were the study of Russian and foreign sources of information. The focus is on analyzing various ways of implementing information technology in marketing, allowing you to build a successful strategy.

Keywords: artificial intelligence, marketing, optimization, neural networks, machine learning, information technology.

In the modern world, the volume of information in the economic sphere is growing rapidly, which leads to the need to use information technology for its efficient processing. In recent years, marketing has become a rapidly developing business activity, and has undergone significant changes and developments due to the advent of new technologies, changing consumer behavior and trends in the business world. Currently Artificial intelligence is beginning to play an increasingly important role in various business areas, including marketing. Artificial intelligence is a mechanism for working with huge amounts of data from various sources, such as social networks, mobile devices, sensors, etc., which cannot be effectively analyzed using traditional methods [1] Artificial intelligence allows companies to improve the effectiveness of communication with consumers, optimize their promotion strategy, increase brand awareness, and make effective business decisions.

Let's look at some of the main aspects of the use of artificial intelligence in marketing.:

1. One of the main ways to use artificial intelligence in marketing is to personalize content. Machine learning algorithms and models analyze consumer behavior, which allows you to draw meaningful conclusions in order to create unique and relevant offers. By personalizing content, companies can attract new customers and retain old ones. Artificial intelligence allows you to create personalized ads that adapt to the interests and behavior of specific users. Based on recommendation systems, the machine learning algorithm provides the consumer with personalized recommendations that may be of interest to them. Content personalization includes aspects such as setting up recommendations based on previous purchases and views of goods or services, using a name in newsletters, and customizing content based on user interests and preferences [5]. One example of using neural networks to personalize content is Kinopoisk, which provides movie and TV series recommendations to each user based on their preferences and views. All this allows you to increase user engagement, increase loyalty and attract new customers.

2. Predicting demand using artificial intelligence in marketing is one of the key tools for companies. Neural networks have become the main demand forecasting tool, which has improved the accuracy and effectiveness of sales forecasts. Using algorithms large amounts of data are analyzed and hidden patterns are revealed that make it possible to anticipate demand for a product or service with high accuracy [3]. For qualitative predictions, data such as sales and balances, price change data, reference books, and descriptions of goods or services are collected. When forecasting demand, many factors are taken into account: trends, fashion, weather, and the amount of demand for a product or service. Analyzing consumer purchase data allows companies to effectively manage production, quickly respond to market fluctuations, adapt their development strategy in real time, and be competitive in the market.

3. Artificial intelligence provides the ability to automate many marketing tasks. For example, it can be: testing and optimization of advertisements, company analysis, and much more. This helps to reduce errors and maintenance costs, and speeds up decision-making processes. In addition, artificial intelligence is capable of processing and analyzing huge amounts of data. Neural networks have the ability to quickly and accurately identify customer trends and preferences using machine learning algorithms, providing valuable insights to the sales and marketing specialist [2]. You can train artificial intelligence to write review articles or positive reviews about a product or service. It will be enough to upload product characteristics to the system, and descriptions of specific advantages will be distributed online in the form of unique reviews and use cases. Neural networks can also perform monotonous and time-consuming tasks, which increases efficiency and productivity. In addition, with the help of trained machines you can create websites. All this allows you to automate many tasks, which increases the efficiency of the company and reduces the number of errors.

4. Neural networks can also improve the quality of customer service. Artificial intelligence allows companies to optimize the customer service process through personalized offers [4]. Chatbots and voice assistants are primarily used. Chatbots can communicate with customers via online chat, email, or messengers, providing them with quick information, simple problem solving, and round-the-clock support. Sending personalized product and service offers via chatbots helps to improve the customer service experience and increase customer satisfaction. Artificial intelligence is also used for the customer support process: processing requests, analyzing requests and calls, etc. Using artificial intelligence to improve customer service helps companies improve the quality of service and build a loyal customer base.

Artificial intelligence in marketing solves many problems, opens up wide opportunities for companies, improves the quality of service and increases the efficiency of activities in general. Artificial intelligence helps companies to be competitive and successfully adapt to a rapidly changing environment.

References:

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2. Evstafyev, V. A. Artificial intelligence and neural networks: practice of application in advertising : a textbook / V. A. Evstafyev, M. A. Bales. - Moscow: Publishing and Trading Corporation "Dashkov and Co.", 2023. - 426 p. - ISBN 978-5-394-05703-8. - Text : electronic. - URL: https://znanium.ru/catalog/product/2133542 (date of request: 04/25/2024).
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