Sustainable development of consumer relationships in the online environment: trends and opportunities

In the context of accelerated digital transformation, online promotion of companies is becoming increasingly dependent on technology, relying on advanced tools and innovative approaches to attract and retain customers. This paper explores essential strategies and digital tools for optimizing company performance. Key concepts related to strategic decisionmaking and automation of promotional processes are analyzed, with a focus on AI-assisted solutions, social media promotion, and programmatic advertising. The research results highlight the importance of an integrated digital strategy and the use of a diversified set of innovative solutions, essential for success in the digital era and for building sustainable customer relationships.