TRANSFORMATIONS OF THE ADVERTISING AND PR-SYSTEM AS A WHOLE DUE TO THE SIGNIFICANT INCREASE IN THE USE OF DIGITAL TECHNOLOGIES BASED ON ARTIFICIAL INTELLIGENCE IN MODERN INTERNET MARKETING MODELS

Анотація

The article reveals the historical evolution of advertising and PR as communication systems and shows how the emergence of the Internet and Internet marketing radically changed their role, structure and logic of interaction with the consumer. The essence of advertising as paid targeted communication focused on stimulating a behavioral response is determined, and PR as a long-term activity to form and maintain trust, reputation and mutual understanding between the organization and various groups of the public. It is substantiated that in the conditions of Internet marketing these two subsystems can no longer be considered in isolation, since they are combined into a single field of brand perception, where the user simultaneously interacts with commercial messages, content and reputation signals. The work proves that the Internet has become a critical point of change, as it deprived the monopoly of traditional media, made the audience an active participant in communication and introduced a new economy of attention. It is shown that this shift created the prerequisites for the further transformation of advertising and PR based on digital technologies based on artificial intelligence. It was determined that until 2022, the use of such technologies was mainly experimental and fragmented in nature, was available to a limited number of large companies and did not massively change management practices. After 2022, thanks to the spread of cloud services and ready-made platforms, technologies based on artificial intelligence became an everyday tool for a wide range of Internet marketing entities. It is substantiated that the mass implementation of these technologies transforms advertising and PR at three levels of communication practices. At the operational level, routine tasks are automated, the possibility of deep personalization and constant optimization of campaigns in real time appears. At the strategic level, data from different channels is combined, the integration of advertising and PR within a single analytical system is strengthened, which makes it possible to link economic results with the dynamics of public opinion and reputational risks. At the value level, the importance of ethical decisions, transparency of algorithms and a responsible attitude towards the use of consumer data is increasing. It has been proven that the human factor does not disappear, but changes its function. The author's vision, ethical sensitivity, the ability to empathy and construct meanings remain key, while technologies based on artificial intelligence act as a tool for enhancing analytics and efficiency. The article substantiates that such technologies, like search engines and social networks, form a new communication infrastructure that will remain with us in the long term, and therefore requires further scientific research and rethinking of educational approaches in the field of marketing and PR.

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