Digital Technologies Based on Artificial Intelligence in Marketing: Challenges and Opportunities for Business

The aim of the article. he purpose of this research is to characterize the features of applying technologies based on artificial intelligence in marketing. The main task is to identify the challenges and opportunities for business through the use of such technologies. Analysis results. It has been proven that modern marketing is a dynamic and multifaceted discipline, which combines traditional strategies with advanced technologies to attract customers, build brand loyalty, and stimulate sales. In such conditions, digital transformation is an inevitable process. As a result of the research conducted, a model of using technologies based on artificial intelligence in marketing has been formed. New opportunities for business development through active use of technologies based on artificial intelligence have been identified. Although artificial intelligence brings numerous benefits to the business world, it also creates several problems and potential drawbacks. One significant problem is the displacement of jobs. As artificial intelligence systems become capable of automating complex tasks, they can replace human roles in areas such as customer service, manufacturing, and even some aspects of decision-making. Key challenges for business as a result of enhanced use of technologies based on artificial intelligence in marketing activities have been defined. Digital transformation of marketing in the form of integration of artificial intelligence changes how companies understand and interact with their customers. By utilizing artificial intelligence, companies can provide more relevant, engaging, and personalized content, thereby enhancing the effectiveness of their marketing efforts and fostering deeper relationships with customers. As digital platforms evolve, the role of artificial intelligence in marketing will continue to grow, stimulating further innovations in this field and redefining the boundaries of what is possible in digital marketing strategies. Conclusions and prospects for further research. In conclusion, it should be emphasized that artificial intelligence is set to revolutionize marketing in business, providing a deeper and more detailed understanding of consumer behavior. Thanks to its ability to process and analyze large data sets much faster than any human, artificial intelligence helps companies identify patterns and trends that remain unnoticed in traditional analysis. This capability allows for the creation of highly personalized marketing strategies that directly meet the individual needs and desires of customers. As a result, companies can craft messages and offers that are far more likely to resonate with their target audience, potentially increasing engagement rates and boosting conversions. Moreover, artificial intelligence significantly enhances the efficiency of marketing campaigns by automating routine tasks such as ad placements, content creation, and even responses to customer inquiries. This automation not only reduces the workload on human marketers but also improves the speed and accuracy with which campaigns are executed.