Artificial intelligence in digital marketing

Abstract

Development of a comprehensive approach to the integration of artificiale intelligence (AI) into a companyʼs marketing strategy in the digital environment is important to directly ensure the loyalty of customers and achieve an economically primed level of sales conversion period. In this article it was focused on the direct integration of digital marketing algorithms of artificiale inteligence to optimize interaction between companies and target audiences. During the research, the use of fundamental scientific methods of analysis and synthesis was carried out to characterize the AI main algorithms that are used in digital marketing; empirical methods, graphical images, and sys­tem structural analysis. The AI role in digital marke­ting has been emphasized and the impor­tance of using current algorithms to ensure effective communications between com­pa­nies and vendors has been proved. A compr­ehensive analysis of the main digital marketing tools and the features of their use to ensure the competitive position of companies on the Internet was carried out. The scheme of obtain­ning informa­tion from users and optimizing the use of AI tools based on the applying of effective mathematical algorithms is given. The key trends in the development of the market for generative AI in the field of digital marketing have been identi­fied. A subdivision of content created by gene­rative AI has been presented. It has been determined that piece intelligence is a priority in the marketing strategies of companies in the digital environment, which allows companies to ensure personalization of the approach to each client.