GLOBAL PRACTICES OF EMPLOYING ARTIFICIAL INTELLIGENCE FOR BRAND-MARKETING ASSESSMENT

Objective. This research seeks to examine international practices of leveraging AI for brand management diagnostics with a view to identifying opportunities for their application in the Ukrainian business environment. Methods. The methods used to achieve the goal: analysis, synthesis, generalization, grouping. Results.. The study examines the experiences of leading companies such as Coca-Cola, Nike, Apple, and Amazon, which employ AI to analyze competitive environments, manage reputation, personalize content, and enhance advertising efficiency. Specific cases highlight the use of AI for market monitoring, including analyzing social media data, patents, and consumer feedback, enabling companies to predict market changes and adapt strategies promptly. Special attention is devoted to the adaptation of international practices to the Ukrainian market. The research substantiates a step-by-step approach to AI adoption, starting with basic analytical tools and collaboration with external providers. Key aspects include algorithm localization, consideration of economic and cultural specifics, and workforce training to leverage modern technologies effectively. The findings confirm that AI applications in brand marketing offer substantial benefits, such as increased competitiveness, efficient resource management, swift market adaptation, and stronger brand positioning in both global and local markets. The study emphasizes the importance of integrating AI-driven innovations in reputation management and creating personalized consumer offerings that meet customer needs. In conclusion adopting international AI practices supports the sustainable development of Ukrainian brands. Integrating such approaches enables Ukrainian companies to better respond to market challenges, develop products that align with consumer expectations, and ensure steady growth, even in unstable conditions.