ARTIFICIAL INTELLIGENCE IN THE MARKETING STRATEGIES OF LOGISTICS COMPANIES

The purpose of the study is to investigate the use of artificial intelligence in the marketing strategies of logistics companies. Logistics companies face a high level of competition and the need to constantly improve their services. The use of artificial intelligence in marketing strategies helps to increase the efficiency of operations, improve customer interaction, and optimize delivery processes. The article discusses in detail the role of artificial intelligence (AI) in the formation and improvement of marketing strategies of logistics companies. The key aspects of machine learning, big data analysis, and process automation technologies that help to increase the efficiency of logistics operations and improve customer service are analyzed. Particular attention is paid to the personalization of marketing communications, which allows creating individual offers for customers based on their needs and behavior. Optimization of delivery routes using AI algorithms that analyze traffic, weather conditions, and warehouse utilization in real time is also discussed. Demand forecasting is another important aspect, as big data analytics helps companies avoid shortages or overstocks, which has a positive impact on the efficiency of inventory management. In addition, the use of AI helps to improve customer experience through the use of chatbots, automated support systems, and interactive solutions such as augmented reality (AR). The article highlights the main areas of AI application in advertising personalization and customer behavior forecasting: personalized advertising (analysis of purchase history, study of behavioral patterns, use of demographic data, dynamic pricing), customer behavior forecasting (probability of repeat ordering, potential customer churn, identification of new trends), optimization of marketing campaigns (monitoring of advertising effectiveness, testing of advertising materials, budget optimization, automatic content adaptation). The article also discusses the prospects for the development of AI in the logistics sector, including integration with the Internet of Things (IoT), the use of blockchain technologies to increase the transparency of supply chains, and the further introduction of autonomous vehicles. The results of the study have significant practical value for logistics companies seeking to improve the effectiveness of their marketing strategies through the use of artificial intelligence (AI).