Year: 2025
Type: conference-paper
Abstract: At this stage of human development, there is an increase in the availability of digital technologies, which is associated with the intensive evolution of information technologies. Technological transformations affect the development of most types of economic activity and stimulate companies to actively introduce innovations to secure high positions in a highly competitive environment. The development of server technologies leads to the growth of databases, and the speed of processing large arrays of information, including the implementation of complex mathematical models. Among the effective areas of working with big data, it is advisable to pay attention to machine learning algorithms, which allow the identification of hidden relationships and contribute to the optimization of management decisions in all areas of human activity. Artificial intelligence refers to one of the branches of computer science and involves the use of various approaches, including machine learning. This approach is gaining popularity in practice due to the ability to process large volumes of heterogeneous information and optimize results due to learning algorithms by the action of external factors. The possibility of self-learning and the flexibility of artificial intelligence approaches allow for expanding the scope of the practical application of its use and finding more effective approaches for implementing business processes. Among the important areas of modern companies’ activity, it is also advisable to pay attention to digital marketing, since brands need to constantly interact with the target audience on the Internet. Taking into account the characteristics of modern users, companies primarily implement marketing campaigns in social media. Thanks to the application of artificial intelligence in social media, it is possible to establish long-term communications by the principles of personalization.
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: gold
OpenAlex ID: W7166328795