Digitalization of marketing and management in business: the role of artificial intelligence

The article examines the modern transformation processes in the marketing and management systems of the digital economy, driven by the rapid development of information and communication technologies and the introduction of artificial intelligence (AI). The relevance of using AI as a tool to improve business process efficiency, particularly in areas such as automation, personalization, predictive analytics, and strategic management, is substantiated. The main areas of AI application in marketing, including personalized content, chatbots, video marketing, consumer behavior analytics, and advertising campaign management, as well as in management, such as management information analysis, risk management, logistics optimization, and recruiting, are analyzed. The author highlights the main advantages of using AI, including increased accuracy of decisions, reduced costs, speed of adaptation to changes, and the formation of competitive advantages. At the same time, the author highlights the primary challenges of digital transformation, including ethical dilemmas, data privacy and security concerns, the necessity of transforming organizational culture, and the substantial cost of digital infrastructure. The most common ways of utilizing AI in business have been identified. It is emphasized that the effective use of AI requires a systematic approach to updating management models, developing the digital competencies of personnel, and creating a strategically oriented environment. Prospects for further research related to improving digital strategies in the context of technological turbulence are outlined. It has been proven that the effective integration of artificial intelligence into management and marketing systems requires a systematic approach, strategic vision, and readiness for organizational transformation. It is concluded that the synergy between the technological capabilities of AI and modern management approaches forms a new paradigm of competitive business in the digital age. Keywords: digitalization, marketing, management, competitiveness, artificial intelligence, business, resources.