Ways to use artificial intelligence to improve the personalisation of marketing strategies and improve the effectiveness of communication with consumers

Thanks to its capabilities, artificial intelligence (AI) contributes to business development by attracting customers and investors. However, the wide spread of various AI technology software complicates understanding its concept and reduces its implementation in local businesses. Our research was devoted to the development of an algorithm for building marketing strategies with the use of AI based on the definition of the concept, functions, principles of action and assessment of the perception of digitalisation by consumers for the application of a personalised approach to interaction with the client and improving communication. The results confirmed the low awareness of the population, including entrepreneurs, about the possibilities of AI. We identified the main functions, concepts, and types of AI and provided examples of their application. We explored ways to personalise marketing and improve communication based on the achievement of trust criteria, customer satisfaction, ease of purchase, fulfilment of seller obligations, quality support service, security of personal data, and creation of recommended offers based on the analysis of data obtained during communication with the consumer. To achieve these criteria, recommendations are given for using different types of AI: chatbots, automated mailings, intelligent assistants, installation of filters and sorting programs, automatic recommendations and multifactor identification. The AI ​​algorithm created in this way to ensure the personalisation of marketing and quality communication will increase the implementation of digitalisation in the country's entrepreneurship and improve the economy.