ARTIFICIAL INTELLIGENCE AS AN EFFECTIVE MARKETING TOOL

  • E.V. Pisareva Rostov State University of Economics, Rostov-on-Don, Russia
DOI: https://doi.org/10.34680/BENEFICIUM.2025.1(54).122-130

Abstract

The importance of artificial intelligence in marketing is justified by the growing interest in its tools, which increase the efficiency of processing an array of marketing information and are directly related to management decision-making. The purpose of the article is to substantiate that artificial intelligence, which has a technically and technologically advanced data processing algorithm, the formation of a unique concept, verified solutions, can be successfully used in marketing of all subjects of the economic market seeking to get ahead of their time and reach new frontiers of development, forming its own cluster of target audience. The goals are also aimed at studying the use of artificial intelligence tools in marketing in various fields of activity, integrating artificial intelligence products and human knowledge, skills and abilities into the real needs of the economy and society in order to form a new intellectual strategy for improving marketing and working with consumers. The main aspects of the use of artificial intelligence in the context of the local market are analyzed, the advantages and disadvantages of the most trending artificial intelligence tool – neural networks, which, having obvious accessibility, ease of operation and popularization, make a certain contribution to the trends and progress of marketing development. An empirical study of public opinion on the effectiveness of the use of artificial intelligence has been conducted, the expediency of using its tools in scientific and research activities as a vector for the development of modern business has been determined. The classification of artificial intelligence in the context of online and offline tools and ways of their application in the marketing of enterprises of various industries and fields of activity, as well as in the educational process of higher educational institutions in order to train modern and in-demand specialists focused on working with artificial intelligence tools is presented.

Keywords: artificial intelligence, classification of artificial intelligence tools, marketing, neural networks

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About the Author

Ekaterina V. Pisareva – Dr. Sci. (Economics), Professor; Professor, Rostov State University of Economics, Rostov-on-Don, Russia. E-mail: ekaterina838@yandex.ru. SPIN РИНЦ 9852-4620. ORCID 0000-0002-2533-1303

For citation: Pisareva E.V. Artificial Intelligence as an Effective Marketing Tool // BENEFICIUM. 2025. Vol. 1(54). Pp. 122-130. (In Russ.). DOI: 10.34680/BENEFICIUM.2025.1(54).122-130

Published
2025-03-25
Issue
No 1 (2025)
Section
INNOVATION MANAGEMENT