AUTOMATION IN DIGITAL MARKETING: HOW AI TECHNOLOGIES HAVE CHANGED MARKETING STRATEGIES

Abstract

The modern use of artificial intelligence in digital marketing is highly relevant, as AI technology is rapidly evolving and allows businesses to adapt to new market conditions. The aim of the study was to identify the main advantages and changes that AI technologies bring to the marketing strategies of small and medium-sized businesses. The study used analysis and comparison methods to examine the impact of AI on key marketing processes, including targeting, personalisation, and customer service. It was found that AI allows for better audience segmentation and increased personalisation of offers, which leads to higher conversion rates and return on investment. Automation of routine processes, such as administrative tasks and customer support, helps to reduce the time spent on these operations and increases overall business efficiency. In addition, companies that have implemented AI chatbots and virtual assistants have reduced response times to customer queries, which has had a positive impact on customer satisfaction and brand loyalty. The study demonstrated that AI can be an effective tool for automating marketing campaigns for Ukrainian businesses. Content personalisation based on the analysis of user behaviour data helps to target advertising efforts more accurately and increase engagement. The use of AI for predictive analytics has been shown to improve demand forecasting and optimise advertising budgets. Chatbots significantly reduce customer service costs by speeding up the processing of requests. Content creation automation platforms speed up the production of materials and increase the frequency of publications. AI has been shown to be effective in audience segmentation, improving the accuracy of offers for different customer groups. The study also showed that AI facilitates organisational changes in business, including the creation of cross-functional teams and hybrid management systems. The practical value of the work is that the results can be used by small and medium-sized businesses to improve marketing campaigns, optimise internal processes, and increase market competitiveness.