Personalizing the Marketing with Artificial Intelligence (AI)
Rozhko V. I., Pletnova Y. S.

Rozhko, Viktor I., and Pletnova, Yelyzaveta S. (2024) “Personalizing the Marketing with Artificial Intelligence (AI).” The Problems of Economy 4:208–213.
https://doi.org/10.32983/2222-0712-2024-4-208-213

Section: Economics and Enterprise Management

UDC 330

Abstract:
The article discusses topical issues of the use of Artificial Intelligence (AI) in marketing and its impact on the efficiency of modern marketing strategies. In the conditions of high competition in the market of products and services, special attention is paid to the introduction of innovative approaches that contribute to improving the quality of product promotion. In particular, AI is becoming an increasingly perspective tool for automating processes, saving time, and performing routine operations. There is an emphasis on various aspects of the use of AI, such as behavioral targeting, dynamic content, e-marketing, customer service with chat-bots, and increasing sales through personalized interactions. The study provides an overview of recent scientific papers that examine the impact of AI on marketing communications and consumer interaction. One of the key benefits of AI is its ability to personalize marketing campaigns. By analyzing large amounts of data and consumer behavioral patterns, AI can accurately predict each user’s interests and needs. In addition, AI allows you to automate many processes, which reduces the burden on marketing teams and helps reduce the risk of human error and provide a faster response to changes in consumer behavior. However, the use of AI in marketing also has a number of challenges and drawbacks. One of the biggest risks is the issue of data privacy. For personalization and targeting, it is necessary to collect a large amount of information about consumers, which can raise concerns about violating their privacy. Another major challenge is the technical limitations of AI. While AI algorithms are capable of analyzing vast amounts of data, they cannot always properly adapt to a changing market environment or predict consumer behavior in non-standard situations. Furthermore, AI algorithms can reproduce biases that exist in the data they are trained on. This can lead to discrimination against certain groups of consumers or incorrect targeting. The article analyzes the top ten AI tools that will drive the success of personalized marketing strategies in 2024. These tools include Undetectable.ai, Grammarly, ChatGPT-4, Copy.ai, SurferSEO, Trellis, Crayon, Manychat, ChatFuel, and LivePerson.

Keywords: Artificial Intelligence, automation, digital marketing, Artificial Intelligence tools, advantages, disadvantages.

Bibl.: 13.

Rozhko Viktor I. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Marketing, Management and Entrepreneurship, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: viktor.rozhko@karazin.ua
Pletnova Yelyzaveta S. – Student, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: yelyzaveta.pletnova@student.karazin.ua

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