ШТУЧНИЙ ІНТЕЛЕКТ ЯК ДРАЙВЕР РОЗВИТКУ МАРКЕТИНГОВИХ КАМПАНІЙ У ЦИФРОВУ ЕПОХУ

Artificial intelligence (AI) is rapidly evolving and finding increasing applications in various industries, including marketing. Modern companies striving to remain competitive in the digital era are actively implementing AI into their marketing strategies. AI allows not only to automate routine processes but also to significantly increase the effectiveness of marketing campaigns through the analysis of large amounts of data and content personalization. However, not all companies fully utilize the potential of this technology due to insufficient awareness and the lack of a clear methodology for implementing AI in marketing. The aim of this research is to determine the role of artificial intelligence as a driver of marketing campaign development and to develop recommendations for the effective implementation of AI in marketing strategies of companies. Research subject. The research subject is the use of artificial intelligence in marketing campaigns. The use of AI in marketing campaigns is understood as the application of machine learning algorithms, neural networks, natural language processing, and other AI tools for data analysis, consumer behavior prediction, content personalization, and optimization of advertising strategies. Research methods. The following research methods were used to achieve the research objective: method of scientific abstraction for constructing the research concept and forming a model of the relationship between the application of AI and the effectiveness of marketing campaigns, method of desk research for analyzing scientific literature and existing cases of AI implementation in marketing, method of analysis and synthesis for generalizing the results obtained and formulating recommendations. Research hypothesis. The use of artificial intelligence in marketing campaigns significantly increases their effectiveness due to more accurate market segmentation, content personalization, and optimization of advertising costs. The implementation of AI in marketing is a necessary step for companies striving to remain competitive in the digital era. Presentation of the main material. The impact of AI on various aspects of marketing campaigns is analyzed, in particular, on improving the accuracy of consumer behavior prediction, personalizing offers, optimizing advertising budgets, and improving customer interaction. Specific examples of successful implementation of AI into marketing strategies of companies are considered, and the problems faced by businesses when integrating AI into their processes are analyzed. Originality and practical significance of the research. The originality and practical significance of the research lies in proving the need for the active use of artificial intelligence in marketing campaigns to increase their effectiveness and competitiveness of companies. The practical significance of the research lies in the development of recommendations for the implementation of AI in marketing strategies. Conclusions and prospects for further research. Artificial intelligence has significant potential as a tool for developing marketing campaigns. Approaches to its use in marketing, as well as the study of the impact of different AI technologies on the results of marketing strategies, are promising areas for further research.