Systematization of research on the use of artificial intelligence in the transformation of marketing strategies of e-commerce enterprises

The aim of the article. The aim of the article is to systematize research on the use of artificial intelligence within the framework of existing marketing tools for e-commerce enterprises. Analysis results. The analysis of the study reveals that artificial intelligence (AI) plays a critical role in enhancing and optimizing digital marketing strategies within the e-commerce sector. AI facilitates the personalization of marketing efforts by leveraging vast amounts of consumer data to predict preferences and behaviors, enabling businesses to tailor recommendations and content effectively. This personalization significantly boosts customer engagement and conversion rates. Additionally, AI-driven automation streamlines various marketing processes, such as managing advertising campaigns, segmenting customer data, and analyzing consumer feedback, thereby improving operational efficiency and reducing costs. The study also highlights the use of machine learning algorithms for real-time optimization of advertisements, which allows businesses to maximize their return on investment by targeting the most responsive audiences. Furthermore, AI-powered predictive analytics is utilized to anticipate market trends and consumer demands, helping companies refine their strategies proactively. These advancements underscore the transformative impact of AI on e-commerce marketing, enhancing both consumer experiences and business outcomes. Conclusions and direction for further research. The results of the study demonstrate that AI plays a key role in such areas of optimizing digital marketing strategies as content personalization, demand forecasting, advertising campaign optimization, and customer service automation using chatbots and recommendation systems. Systematizing approaches to AI implementation allowed us to outline specific integration paths: from analyzing large amounts of data and managing the assortment to automating pricing policies and improving customer experience. At the same time, the study identified challenges that accompany the implementation of AI technologies: ensuring data confidentiality, adapting to individual market characteristics, and the need for significant investments in technological infrastructure. The systematized results confirm that for the successful implementation of AI, enterprises need to consider not only technical aspects, but also ethical, legal, and strategic aspects.