ARTIFICIAL INTELLIGENCE AND DIGITAL TECHNOLOGIES IN MODERN MARKETING: FROM DATA ANALYSIS TO INDIVIDUAL STRATEGIES FOR INTERACTION WITH CUSTOMERS

At the beginning of the third millennium, digitalisation has become one of the most important factors in the economic growth of any country.The digital transformation of the economy, driven by the development of the internet, sustainable communication channels, electronic means and data, cloud technologies and digital platforms, has led to the creation of new business models, new products and services, and new ways of doing business.Until recently, new technologies and cost reduction were the main factors in manufacturing, but today sales depend directly on marketing, which is also undergoing radical changes under the influence of digital technologies.A customer-centric approach is becoming a fundamental concept in the new digital marketing industry [1].The effectiveness of marketing strategies, personalisation, and innovative approaches to audience engagement can now be achieved through the use of digital tools.The introduction of innovative tools that provide a more accurate understanding of consumer needs, rapid response to market changes, and effective communication management allows us to move from traditional marketing to data-driven marketing, in which decisions are based on in-depth data analysis.