Contemporary Tools for Creating Customer Value

PURPOSE: The purpose of this paper is to explore the integration of Artificial Intelligence (AI)
\nin marketing and its transformative role in creating customer value. The study focuses on
\nhow AI technologies-such as machine learning, natural language processing, and predictive
\nanalytics-enhance personalization, predict customer behavior, and improve operational
\nefficiency in business practices. The research also examines the challenges businesses face in
\nintegrating AI into marketing strategies and offers recommendations for maximizing
\ncustomer satisfaction and loyalty through AI-driven approaches.