Year: 2024
Type: conference-paper
Abstract: Identification of the main directions of using artificial intelligence to optimize the marketing strategies of companies in the digital environment is important in the conditions of intensifying competition on the Internet. Artificial intelligence is considered as a tool for qualitative transformations in the use of digital marketing tools based on various information generated in the global network. The methodological basis of the study is a comprehensive analysis of scientific approaches to the practice of implementing artificial intelligence in the field of digital marketing, the formation of an information base for modeling, and the identification of optimal machine learning algorithms to ensure the competitiveness of brands on the Internet. A scheme of the main sources of information, which must be used by the company for the implementation of artificial intelligence algorithms in the process of increasing the effectiveness of digital marketing tools use, has been developed. Digital marketing tools are presented, which are used to establish communications with the target audience in the long term and ensure an economically feasible level of conversion. The main stages of companies’ interaction with the audience on the Internet using modern machine learning algorithms are presented. The main directions of using artificial intelligence in digital marketing have been characterized, which enable the company to achieve a high level of loyalty among users based on personalized interaction models.
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W7166105437