STAGES OF IMPLEMENTING ARTIFICIAL INTELLIGENCE IN MARKETING OF E-COMMERCE COMPANIES

Анотація

The article reveals the theoretical and methodological principles and practical approaches to the implementation of artificial intelligence (AI) in the digital marketing of e-commerce enterprises. The emphasis is on the development of an adapted system of stages and key areas of AI integration, which takes into account the peculiarities of the Ukrainian market. The author's classification of AI tools for optimizing marketing processes, increasing personalization, analytics and automation of interaction with customers is presented. The main advantages and barriers to the use of AI are outlined, and the prospects for the use of recommendation systems, automated campaign management platforms and big data algorithms are highlighted. Special attention is paid to the development of a structure for measuring the effectiveness of AI implementation at different stages of digital transformation of enterprises. The research identifies the most relevant AI technologies for Ukrainian e-commerce, including chatbots, recommendation engines, and predictive analytics, and analyzes their impact on customer engagement and business efficiency. The article also addresses the challenges associated with data privacy, algorithmic bias, and the need for skilled personnel, providing recommendations for overcoming these obstacles. The proposed framework enables businesses to systematically evaluate the ROI of AI initiatives and to align them with strategic marketing objectives. The findings contribute to the growing body of knowledge on AI adoption in emerging markets and offer practical guidance for marketers and decision-makers in the e-commerce sector. Additionally, the article discusses the importance of continuous monitoring and adaptation of AI solutions to changing market conditions, as well as the necessity of integrating ethical considerations into the design and deployment of AI-powered marketing tools. The author emphasizes the need for interdisciplinary collaboration between marketers, data scientists, and legal experts to ensure responsible and effective use of AI. The paper also explores case studies of successful AI implementations in Ukrainian e-commerce, illustrating the tangible benefits and lessons learned. These insights are valuable for both practitioners seeking to enhance their marketing strategies and researchers aiming to deepen their understanding of AI-driven digital transformation. The article concludes with recommendations for future research directions and practical steps for organizations planning to adopt AI technologies in their marketing activities.

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