AUTOMATION OF MARKETING PROCESSES USING AI: CONCEPTUAL APPROACHES AND EMPIRICAL RESEARCH

In the modern era, particularly during the period of mass digitalization, artificial intelligence has gained significant popularity, which has greatly influenced its continuous transformation and improvement to enhance its ability to carry out activities that usually demand cognitive abilities similar to those of humans [10]. Accordingly, with the constant development of new technologies, AI is fundamentally changing the approach to marketing processes, making them more personalized and efficient. Moreover, AI opens up new opportunities for marketing automation, allowing companies to implement various creative approaches to gaining and keeping customers. It is worth noting that due to ongoing advancements in contemporary technology, AI has the ability to integrate into all stages of marketing processes. As a result, businesses can automate all possible routine tasks, optimize costs, and ultimately achieve better results. Therefore, the automation of marketing processes with the help of AI is highly relevant for modern businesses.