AI-BASED MANAGEMENT DECISION-MAKING AND DATA ANALYSIS IN MARKETING

The article discusses the use of artificial intelligence (AI) and data Science technologies for making managerial decisions in marketing. The article examines cases from Russia, the CIS countries, the USA, China and Japan, demonstrating how companies use predictive analytics, content personalization, advertising optimization and other AI solutions to improve the effectiveness of marketing strategies. In Russia and the CIS, Sberbank, Wildberries, and Kaspi Bank are key examples, using AI for transaction analysis, recommendation systems, and credit scoring. In the United States, companies such as Amazon and Netflix are using machine learning to dynamically price and personalize content. In China, Alibaba and Tencent are integrating AI into supply chain management and targeted advertising, while in Japan, Rakuten and Toyota are optimizing email marketing and demand forecasting using Data Science tools. The article emphasizes that the introduction of AI and Big Data allows businesses to increase the accuracy of marketing decisions, reduce costs and improve customer experience. The development prospects include further automation of processes and in-depth analysis of consumer behavior.