ARTIFICIAL INTELLIGENCE IN THE ANALYSIS OF TARGET AUDIENCES FOR ENVIRONMENTAL PROJECTS ON MEDICATION DISPOSAL

For the effective implementation of environmental projects related to the disposal of pharmaceuticals, it is necessary to conduct an analysis of their participants. The objective of this study is to use artificial intelligence (AI) to analyze the target audience and identify the key segment for implementing environmental projects and activities aimed at protecting the environment from the impact of unused and expired medications. Materials and methods: four AI models were employed — ChatGPT-4o, DeepSeek-V3 with Deep Think (R1) mode, Qwen 2.5 Max Large Language Model, and Perplexity PRO; the results were evaluated using expert assessment. Results: two AI models were identified that most fully meet the requirements for segmentation. While all models can be used to select segmentation criteria and their variables, the prompt should more clearly define limits regarding their number. When determining the key target segment, AI models often selected average values for the variables, which was not always justified. To provide a more detailed rationale for selecting this segment, additional clarifying text should be included in the AI prompt. Conclusion: The use of AI is promising, as different models allow for a more precise approach to selecting criteria and their variables. However, at present, AI models cannot fully replace traditional segmentation methods and should be used as an auxiliary tool that helps minimize risks and improve the accuracy and transparency of analysis.