IMPROVING INDICATORS OF DIGITAL MARKETING USING ARTIFICIAL INTELLIGENCE

Abstract

In recent years, artificial intelligence (AI) has become a growing trend in various fields: medicine, education and the automotive
industry. AI also reached a business, namely the marketing department of various businesses. The goal of the article is to research how deeply AI is used in digital marketing. The authors asked two research questions - which areas of
AI are used in marketing and what are the positive effects of chat bots on a business. To answer these questions, the authors conducted a study of secondary data with examples of AI used for marketing purposes. An analysis of the
collected examples shows that AI is widely implemented in the field of marketing, although applications are at the operational level. This may be the result of the careful implementation of the new technology, still at the level of
experimentation with it. The uncertainty of the results of the implementation of AI can also affect caution when applying these innovations in practice. The collected examples proved that AI affects all aspects of the marketing structure,
affecting both consumer value and the organization of marketing and business
management. This document is important for the business, especially the idea of introducing artificial intelligence into marketing, developing innovation, and ideas on how to incorporate new skills into the marketing team needed for new technology.