AN INVESTIGATION INTO THE USE OF ARTIFICIAL INTELLIGENCE TECHNOLOGIES FOR MARKETING STRATEGY

UDC 339.138: 004.8
DOI: 10.36871/2618-9976.2025.05.007

Authors

Victoria A. Plotnikova,
4th year student of the Faculty of Technological Management and Innovation, ITMO National Research University
Lyubov P. Sazhneva,
Candidate of Economic Sciences, Associate Professor at the Faculty of Technological Management and Innovation, ITMO National Research University

Abstract

This article presents the results of a research study concerning the application of artificial intelligence (AI) technologies in the development of a company's marketing strategy. The study explores the potential of AI for conducting analyses of both the menting the target audience, for creating a unique selling proposition, for formulating the marketing mix, and for developing a content strategy. The research demonstrates how AI can enhance the effectiveness of marketing endeavors by means of personalizing offers, improving targeting, and automating the processes involved in the development of a marketing strategy. The authors have presented artificial intelligence services that are considered suitable for application at specific stages of the marketing strategy and have furthermore outlined the prospects for the ongoing development of this field.

Keywords

Marketing strategy, Artificial intelligence, Automation, Digital marketing, Machine learning, Natural language processing, Deep learning, Digital transformation