THE INFLUENCE OF ARTIFICIAL INTELLIGENCE ON MARKETING
Abstract
Artificial intelligence (AI) is revolutionizing the field of marketing, offering innovative tools and methods. The article explores the multifaceted impact of artificial intelligence on marketing practices, highlighting how artificial intelligence technologies are changing the field to create more personalized and effective marketing strategies. Data analysis and analytics enables rapid and comprehensive analysis of huge data sets, revealing patterns and trends that enable more precise targeting and segmentation of customers. Machine learning algorithms improve marketers' ability to derive actionable insights from complex data. That is, artificial intelligence-based personalization is being explored, which allows providing individualized content and offers to individual customers based on their behavior, preferences, and past interactions. This level of customization increases customer engagement and conversion rates. Also, tools like chatbots and AI-powered virtual assistants provide immediate, personalized customer support, increasing satisfaction and loyalty. Natural language processing (NLP) technologies facilitate more meaningful interactions between brands and consumers. On the rise of marketing automation, artificial intelligence automates repetitive tasks including email campaigns, social media posts and lead nurturing, allowing marketers to focus on strategy and creativity. Automation leads to greater efficiency and consistency in marketing efforts. Integrating artificial intelligence into marketing is transforming traditional approaches, creating more intelligent, personalized and data-driven strategies. As AI technologies continue to evolve, their impact on marketing will grow, offering businesses new opportunities to improve customer relationships and achieve competitive advantage. Hence, AI and marketing are inextricably linked, reflecting a future where AI-driven marketing will become the standard for sustainable business success.
References
Штучний інтелект (ШІ) в маркетингу. URL: https://careers.group107.com/uk/blog/shtuchnij-intelekt-shi-v-marketingu/
Roetzer P. Content Marketing: The Path to a More (Artificially) Intelligent Future. 2017. URL: https://contentmarketinginstitute.com/articles/cognitive-content-marketing-ai/
Fox S. Domesticating artificial intelligence: Expanding human self-expression through applications of artificial intelligence in presumption. Journal of Consumer Culture. 2016. Vol. 18, Issue 1. URL: http://journals.sagepub.com/doi/10.1177/1469540516659126
Longoni C., Cian L. Artificial Intelligence in Utilitarian vs. Hedonic Contexts: The “Word-ofMachine” Effect. Journal of Marketing. 2022. Vol. 86(1). Р. 91–108. DOI: https://doi.org/10.1177/0022242920957347
Кузьомко В. М., Репнікова І. П. Використання штучного інтелекту у цифровому маркетингу. Інфраструктура ринку. 2017. Вип. 13. С. 112–118. URL: http://www.marketinfr.od.ua/journals/2017/13_2017_ukr/21.pdf
Стеблюк Н. Ф, Копєйкіна Є. В. Технології штучного інтелекту в маркетингу. Приазовський економічний вісник. 2019. № 3(14). С. 462–466.
Хуторна М. Е., Кирилюк Є. М., Руденко М. В. Цифровізація: маркетингові тренди та платформи реалізації. Науковий вісник Одеського національного економічного університету. 2022. № 5–6(294–295). С. 80–87. URL: http://n-visnik.oneu.edu.ua/collections/2022/294-295/pdf/80-87.pdf
Проскурніна Н. Цифрові технології: штучний інтелект у маркетинговій діяльності. Зовнішня торгівля: економіка, фінанси, право. 2020. № 4. С. 129–140. URL: https://cutt.ly/J7tWgkJ
De Bruyn А., Viswanathan V., Shan Beh Ye., Kai-Uwe Brock J., Florian von Wangenheim. Artificial Intelligence and Marketing: Pitfalls and Opportunities. Journal of Interactive Marketing. 2020. Vol. 51. P. 91–105. URL: https://hal.science/hal-03492336/document
Юдіна Н. В. Маркетингові аспекти футурологічних наслідків технологізації. Економіка. Управління. Інновації: електронне фахове видання. 2013. № 1. URL: http://nbuv.gov.ua/UJRN/eui_2013_1_71
Про штучний інтелект у маркетингу розповіли в InProject. Інформаційне агентство «Status Quo». URL: https://www.sq.com.ua/
Mullan E. The Uses of Artificial Intelligence to Marketers. URL: https://blog.hurree.co/blog/what-is-artificial-intelligence-marketing
Artificial Intelligence (AI) Marketing Benchmark Report: 2023. URL: https://influencermarketinghub.com/ai-marketing-benchmark-report/
Іванова І. В. Використання штучного інтелекту в маркетингу. Маркетинг і цифрові технології. 2023. Т. 7, №. 2. С. 32–42. URL: https://mdt-opu.com.ua/index.php/mdt/article/view/300
The future of business: mckinseys study on the role of generativ artificial intelligence. URL: https://www.mckinsey.com/capabilities/quantumblack/our-insights/generative-ai
Островська Г. Й., Островський О. Т. Штучний інтелект в умовах сучасних підприємств та маркетингових кампаній: ефективні інструменти та перспективи розвитку. Маркетинг і цифрові технології. 2023. Т. 7, № 3. С. 66–82. URL: https://mdt-opu.com.ua/index.php/mdt/article/view/316
How many businesses use AI? URL: https://contentatscale.ai/blog/how-many-businesses-use-ai/
Самаєва Ю. Ставлення українців до штучного інтелекту на диво легковажне. Дарма. Інформаційно-аналітичне загальнонаціональне медіа. 2023. URL: https://zn.ua/ukr/TECHNOLOGIES/stavlennja-ukrajintsiv-do-shtuchnoho-intelektu-na-divo-lehkovazhne-darma.html
Кравчекно Н. Як в Україні використовують штучний інтелект. 2023. URL: https://ms.detector.media/trendi/post/33704/2023-12-10-yak-v-ukraini-vykorystovuyut-shtuchnyy-intelekt/
Змінюйся або помри. Як штучний інтелект став невідʼємною частиною світової економіки. URL: https://www.epravda.com.ua/publications/2023/07/24/702480/
Shtuchnyi intelekt (ShI) v marketynhu [Artificial intelligence (AI) in marketing]. Available at: https://careers.group107.com/uk/blog/shtuchnij-intelekt-shi-v-marketingu/
Roetzer P. (2017) Content Marketing: The Path to a More (Artificially) Intelligent Future. Available at: https://contentmarketinginstitute.com/articles/cognitive-content-marketing-ai/
Fox S. (2016) Domesticating artificial intelligence: Expanding human self-expression through applications of artificial intelligence in presumption. Journal of Consumer Culture, vol. 18, issue 1. Available at: http://journals.sagepub.com/doi/10.1177/1469540516659126
Longoni C., Cian L. (2022) Artificial Intelligence in Utilitarian vs. Hedonic Contexts: The “Word-ofMachine” Effect. Journal of Marketing, vol. 86(1), pp. 91–108. DOI: https://doi.org/10.1177/0022242920957347
Kuzomko V. M., Repnikova I. P. (2017) Vykorystannia shtuchnoho intelektu u tsyfrovomu marketynhu [Using artificial intelligence in digital marketing]. Infrastruktura rynku – Market infrastructure, vol. 13, pp. 112–118. Available at: http://www.marketinfr.od.ua/journals/2017/13_2017_ukr/21.pdf
Stebliuk N. F., Kopieikina Ye. V. (2019) Tekhnolohii shtuchnoho intelektu v marketynhu [Artificial intelligence technologies in marketing]. Pryazovskyi ekonomichnyi visnyk – Pryazovsky Economic Bulletin, no 3(14), pp. 462–466.
Khutorna M. E., Kyryliuk Ye. M., Rudenko M. V. (2022) Tsyfrovizatsiia: marketynhovi trendy ta platformy realizatsii [Digitization: marketing trends and implementation platforms]. Naukovyi visnyk Odeskoho natsionalnoho ekonomichnoho universytetu – Scientific Bulletin of Odessa National Economic University, no 5–6(294–295), pp. 80–87. Available at: http://n-visnik.oneu.edu.ua/collections/2022/294-295/pdf/80-87.pdf
Proskurnina N. (2020) Tsyfrovi tekhnolohii: shtuchnyi intelekt u marketynhovii diialnosti [Digital technologies: artificial intelligence in marketing activities]. Zovnishnia torhivlia: ekonomika, finansy, parvo – Foreign trade: economy, finance, law, no 4, pp. 129–140. Available at: https://cutt.ly/J7tWgkJ
De Bruyn А., Viswanathan V., Shan Beh Ye., Kai-Uwe Brock J., Florian von Wangenheim. (2020) Artificial Intelligence and Marketing: Pitfalls and Opportunities. Journal of Interactive Marketing, vol. 51, pp. 91–105. Available at: https://hal.science/hal-03492336/document
Yudina N. V. (2013) Marketynhovi aspekty futurolohichnykh naslidkiv tekhnolohizatsii [Marketing aspects of the futuristic consequences of technology]. Ekonomika. Upravlinnia. Innovatsii – Economy. Management. Innovations, no 1. Available at: http://nbuv.gov.ua/UJRN/eui_2013_1_71
Pro shtuchnyi intelekt u marketynhu rozpovily v InProject. Informatsiine ahentstvo «Status Quo» [InProject talked about artificial intelligence in marketing. Information agency "Status Quo"]. Available at: https://www.sq.com.ua/
Mullan E. The Uses of Artificial Intelligence to Marketers. Available at: https://blog.hurree.co/blog/what-is-artificial-intelligence-marketing
Artificial Intelligence (AI) Marketing Benchmark Report. (2023) Available at: https://influencermarketinghub.com/ai-marketing-benchmark-report/
Ivanova I. V. (2023) Vykorystannia shtuchnoho intelektu v marketynhu [Use of artificial intelligence in marketing. Marketynh i tsyfrovi tekhnolohii – Marketing and digital technologies, vol. 7, no 2, pp. 32–42. Available at: https://mdt-opu.com.ua/index.php/mdt/article/view/300
The future of business: mckinseys study on the role of generativ artificial intelligence. Available at: https://www.mckinsey.com/capabilities/quantumblack/our-insights/generative-ai
Ostrovska H. Y., Ostrovskyi O. T. (2023) Shtuchnyi intelekt v umovakh suchasnykh pidpryiemstv ta marketynhovykh kampanii: efektyvni instrumenty ta perspektyvy rozvytku [Artificial intelligence in the conditions of modern enterprises and marketing campaigns: effective tools and prospects for development]. Marketynh i tsyfrovi tekhnolohii –Marketing and digital technologies, vol. 7, no 3, pp. 66–82. Available at: https://mdt-opu.com.ua/index.php/mdt/article/view/316
How many businesses use AI? Available at: https://contentatscale.ai/blog/how-many-businesses-use-ai/
Samaieva Yu. (2023) Stavlennia ukraintsiv do shtuchnoho intelektu na dyvo lehkovazhne. Darma. Informatsiino-analitychne zahalnonatsionalne media [The attitude of Ukrainians to artificial intelligence is surprisingly frivolous. In vain Informational and analytical national media]. Available at: https://zn.ua/ukr/TECHNOLOGIES/stavlennja-ukrajintsiv-do-shtuchnoho-intelektu-na-divo-lehkovazhne-darma.html
Kravchekno N. (2023) Yak v Ukraini vykorystovuiut shtuchnyi intelekt [How artificial intelligence is used in Ukraine]. Available at: https://ms.detector.media/trendi/post/33704/2023-12-10-yak-v-ukraini-vykorystovuyut-shtuchnyy-intelekt/
Zminiuisia abo pomry. Yak shtuchnyi intelekt stav nevidʼiemnoiu chastynoiu svitovoi ekonomiky [Change or die. How artificial intelligence became an integral part of the world economy]. Available at: https://www.epravda.com.ua/publications/2023/07/24/702480/
