СТРАТЕГІЯ РОЗВИТКУ МАРКЕТИНГОВИХ КОМУНІКАЦІЙ ТА ЇХ ВПЛИВ НА ПОВЕДІНКУ СПОЖИВАЧІВ В УМОВАХ ЗАСТОСУВАННЯ ШТУЧНОГО ІНТЕЛЕКТУ

Today, changes in society and business are associated with digital transformation, which affects society as a whole and consumer behaviour. This requires addressing the problem of using the opportunities in digitalisation of marketing communications based on artificial intelligence. Despite a significant number of publications on marketing communications and consumer behaviour, there are gaps in the consideration of strategies for applying marketing communications based on artificial intelligence and immersive technologies that significantly affect consumer behaviour in a digital society. Based on the analysis of scientific research and the practice of applying artificial intelligence, the article defines a strategy for using artificial intelligence capabilities in marketing communications, which includes the areas of artificial intelligence use and the opportunities they provide through their implementation. These include creating content for marketing communications, personalising content, improving analytics and forecasting the use of marketing communications, increasing sales through optimising marketing communications, direct interaction of artificial intelligence with consumers, social listening, and engaging consumers in cooperation through improving the efficiency of communications. To implement the strategy, an algorithm for adapting enterprises to the use of artificial intelligence in marketing communications has been defined, which provides new opportunities for influencing consumer behaviour. It includes stages related to assessing the company's readiness for the introduction of artificial intelligence, possible areas of implementation, training of marketing personnel, adjusting work processes, tracking the nuances of consumer perception and monitoring innovations in the field of artificial intelligence. Based on the different attitudes of consumers towards artificial intelligence, the features of its application are identified, including for emotional and personalised communication, analytical and routine tasks. This allows enterprises/organisations to effectively use the capabilities of artificial intelligence and immersive technologies. Further research in this area requires empirical studies of consumer behaviour in various areas of activity when applying artificial intelligence and the development of methodological approaches to determining effective digital marketing communications strategies.