ARTIFICIAL INTELLIGENCE AS A NEW PARADIGM IN INNOVATION MARKETING

Анотація

For scientists and marketers, an important area of advanced scientific research is the study of the specifics and features of the development and implementation of new generation technologies, among which artificial intelligence occupies an important place and the study of the prospects for its use in various fields of activity is the object of many scientific studies. Artificial intelligence and machine learning technologies contribute to optimizing marketing strategies, improving forecasting accuracy, creating new channels for promoting goods and services, and personalizing and customizing interaction with consumers and customers. The purpose of the scientific research is to assess the potential use of artificial intelligence technologies at various stages, to assess its role in the development of innovation marketing as a new paradigm in the scientific justification of economic processes and phenomena. It is necessary to pay detailed attention to the advantages and disadvantages of using artificial intelligence in innovation marketing and its impact on the efficiency of business processes and improving the quality of marketing results. Artificial intelligence technologies are developing and new types of artificial intelligence are being formed, and marketers are interested in generative artificial intelligence (GenAI), which represents a new paradigm for improving artificial intelligence and a new stage in the development of next-generation technologies. GenAI, as an innovative technology, makes it possible for everyone who implements it to reduce the digital gap in the digitalization of companies and creates prospects for organizing marketing research, generating new projects and scientific ideas, optimizing the processing and analysis of large databases, and automating complex analytical processes. The use of artificial intelligence technologies in the promotion of goods and services, and the development of advertising campaigns plays a key role in modern targeted advertising, influencing its effectiveness by introducing automation of data analysis, predictive analytics forecasting of consumer behavior, optimization of advertising campaigns and generation of official content.

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