Artificial intelligence and marketing activities of TNCs in the consumer sector

The relevance of the study is determined by the rapid expansion of AI applications by leading companies, as well as the significant growth of this market segment. The study revealed that firms use a wide range of artificial intelligence technologies in marketing, in particular chat bots, voice search, and the creation of unique content. The originality of the article lies in the study of artificial intelligence technologies in the marketing of leading firms in the consumer sector.