MODERN USE OF ARTIFICIAL INTELLIGENCE IN THE ENTERPRISE MARKETING PROCESS

Liudmila Kvasova; Mariia Bahorka; Pavlychenko Anton; Liudmila Kvasova; Mariia Bahorka; Pavlychenko Anton

doi:10.30888/2663-5712.2025-33-03-118

Authors

Liudmila Kvasova Dnipro State Agrarian and Economic University https://orcid.org/0000-0002-7146-3788
Mariia Bahorka Dnipro State Agrarian and Economic University https://orcid.org/0000-0002-8500-0362
Pavlychenko Anton Dnipro State Agrarian and Economic University https://orcid.org/0009-0007-1201-8645

DOI:

https://doi.org/10.30888/2663-5712.2025-33-03-118

Keywords:

artificial intelligence, marketing, digital transformation, personalization, competitiveness, automation

Abstract

In the era of rapid digital transformation, artificial intelligence (AI) has emerged as a pivotal driver of innovation and efficiency in enterprise marketing. The integration of AI technologies enables businesses to automate the processing of vast and com

References

Russell, S., & Norvig, P. (2021). Artificial intelligence: A modern approach (4th ed.). Pearson.

Chaffey, D., & Ellis-Chadwick, F. (2022). Digital marketing (8th ed.). Pearson Education.

Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for humanity. John Wiley & Sons.

Davenport, T. H., Guha, A., Grewal, D., & Bressgott, T. (2020). How artificial intelligence will change the future of marketing. Journal of the Academy of Marketing Science, 48(1), 24–42. https://doi.org/10.1007/s11747-019-00696-0

Paschen, J., Kietzmann, J., & Kietzmann, T. (2019). Artificial intelligence (AI) and its implications for market knowledge in B2B marketing. Journal of Business & Industrial Marketing, 34(7), 1410–1419. https://doi.org/10.1108/JBIM-10-2018-0295

Yershova, O. I., & Haidaienko, O. V. (2021). Shtuchnyi intelekt u marketynhovii diialnosti pidpryiemstva [Artificial intelligence in the marketing activities of the enterprise]. Visnyk ekonomiky transportu i promyslovosti, (74), 122–129. https://doi.org/10.18664/338.47:338.45.v0i74.241536 [in Ukrainian]

Radchenko, O. O., & Herasymenko, O. O. (2022). Vykorystannia tekhnolohii shtuchnoho intelektu u marketynhovykh komunikatsiiakh [The use of artificial intelligence technologies in marketing communications]. Marketynh i menedzhment innovatsii, (1), 91–103. https://doi.org/10.21272/mmi.2022.1-07[in Ukrainian]

European Commission. (2019). Ethics guidelines for trustworthy AI. https://digital-strategy.ec.europa.eu/en/library/ethics-guidelines-trustworthy-ai

Havryliuk, S. O., & Siryk, Ye. O. (2023). Perspektyvy vprovadzhennia shtuchnoho intelektu v ukrainskyi biznes [Prospects for the implementation of artificial intelligence in Ukrainian business]. Ekonomika ta derzhava, (7), 84–89. https://doi.org/10.32702/2306-6806.2023.7.84 [in Ukrainian]

MODERN USE OF ARTIFICIAL INTELLIGENCE IN THE ENTERPRISE MARKETING PROCESS

Authors

DOI:

Keywords:

Abstract

References

Downloads

Published

How to Cite

Issue

Section

License

Most read articles by the same author(s)

Language