Directions of application of artificial intelligence in digital marketing communications

O. V. Firsanova (), S. V. Brovchak () and V. V. Kulebyakin ()

Scientific notes of the Russian academy of entrepreneurship, 2023, vol. 22, issue 2

Abstract:   The digital transformation of modern economic life has found its reflection in the field of marketing communications, having formed a virtually new form of communication between market entities-digital. A distinctive feature of this form is the personalization of the message, the high selectivity of the consumer’s choice, as well as the possibility of a permanent communication process in which the consumer has the opportunity to independently create content about the company and its product, as well as actively distribute it for their own purposes, sometimes different from the goals of the company. The use of digital marketing communications in the activities of companies provides a number of advantages, such as the infinity and global coverage of the market, the versatility of market impact effects, personalization of communications, etc., which cannot be realized without artificial intelligence technologies. The scope of artificial intelligence in modern companies is extensive. Today, many innovative solutions for the automation of production and other business processes of companies are unthinkable without artificial intelligence. Artificial intelligence is «busy» in routine marketing processes, for example, accompanying the process of purchasing and delivering goods to the consumer, etc.  The subject of research in this article is the possibility of creating content, implementing the targeting process and other areas of application in digital marketing communications of artificial intelligence.  The object of the study is modern developments in the field of digital marketing communications, which contribute to the formation of effective interactions with the consumer by «fixing» them in behavioral models.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:cvt:journl:y:2023:id:818

DOI: 10.24182/2073-6258-2023-22-2-132-139

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