DIGITALIZATION OF MARKETING MANAGEMENT: THE ROLE OF ARTIFICIAL INTELLIGENCE IN MARKETING AUTOMATION AND ENSURING SUSTAINABLE DEVELOPMENT

Abstract

In the modern conditions of the development of the digital economy, the marketing management system is undergoing an active transformation, which is associated with the widespread introduction of information and communication technologies, big data and artificial intelligence. The digitalization of marketing activities contributes to increasing the efficiency of management decisions, optimizing business processes and forming new models of interaction with customers. A special role in this process is played by artificial intelligence, which provides automation of marketing processes, personalization of communications, analysis of consumer behavior and demand forecasting. The article examines the theoretical and practical aspects of digitalization of marketing management in the conditions of the development of artificial intelligence technologies. Modern directions of using artificial intelligence in marketing are analyzed. The use of digital technologies allows enterprises to more effectively analyze market information, form marketing strategies and increase the effectiveness of interaction with consumers. Particular attention is paid to the role of artificial intelligence in ensuring the sustainable development of enterprises and the economy as a whole. It has been established that digital technologies allow to increase the efficiency of resource use, reduce the environmental impact of business processes and contribute to the formation of responsible consumption models. At the same time, the use of artificial intelligence is accompanied by certain challenges, including ethical issues, personal data protection, technological risks and the need to form new competencies in the field of digital marketing. Based on the results of the study, practical recommendations were developed for the implementation of artificial intelligence in the marketing activities of enterprises. The proposed recommendations include the stages of digital transformation of marketing systems and a model for integrating AI into the marketing management system.