TRANSFORMATION OF MARKETING DECISIONS UNDER THE INFLUENCE OF ARTIFICIAL INTELLIGENCE

The article examines the transformation of the marketing decision-making process under the influence of the development and widespread adoption of artificial intelligence technologies. Particular attention is paid to the fact that the integration of artificial intelligence into marketing activities is not limited to the automation of individual operations but gradually changes information and analytical support, the ways in which alternatives are generated and evaluated, and the nature of marketers’ interaction with data. The transition from the traditional approach to marketing decision-making through a data-driven approach to an AI-driven model is characterized. It is determined that the use of artificial intelligence expands the possibilities for moving from predominantly retrospective analysis towards forecasting, identifying complex patterns, generating alternatives, and rapidly adapting marketing actions to changes in the market environment and consumer behavior. The possibilities of using artificial intelligence at different stages of marketing decision-making are outlined, including the identification of marketing problems, collection and processing of information, analysis, generation and evaluation of alternatives, implementation, and control of decisions. It is shown that the most significant changes occur at the analytical stage, where algorithmic systems enable consumer segmentation, demand and behavioral response forecasting, identification of interrelationships, and generation of possible scenarios for marketing actions. Current trends in the practical application of artificial intelligence in marketing are analyzed, and the experience of international companies in using AI for offer personalization, advertising optimization, consumer behavior forecasting, and algorithmic selection of relevant marketing offers is considered. It is determined that the spread of artificial intelligence is accompanied by a transition from its predominant use as a tool for performing individual marketing tasks to its integration into the marketing decision-support process. A distribution of functions between artificial intelligence and marketers depending on the complexity, strategic importance, and level of responsibility associated with a decision is proposed. The predominant use of algorithmic systems is considered appropriate for processing large volumes of data, identifying patterns, forecasting, and generating alternatives, while strategic priorities, brand positioning, contextual assessment, valuebased and ethical considerations, and final decision-making should remain within the professional responsibility of marketers.