Artificial intelligence in marketing: theoretical aspects and methodological innovations

This article examines the fundamental importance of artificial intelligence (AI) in transforming modern marketing strategies, as well as its integration, benefits and challenges. The adoption of AI in marketing enables the use of advanced data analytics and machine learning to understand and predict consumer behaviour, enabling more targeted and effective campaigns. Personalising content increases customer engagement, making AI a key competitive advantage for companies. However, integrating AI into marketing also comes with significant challenges, including privacy, ethical use of data, and legal compliance. These issues require careful consideration of both the theoretical and practical aspects of using AI in marketing to ensure responsible use. Through comprehensive analyses and academic research, the article highlights various techniques that enhance advertising effectiveness and consumer interaction. The article also provides references to significant research papers by both Russian and foreign scholars that analyse the evolution of AI in marketing. The practical application of AI in marketing is discussed using case studies and current implementations that illustrate AI’s ability to automate and optimise marketing tasks - from consumer segmentation to real-time content customisation. The future implications of these technologies are discussed, emphasising the need for continuous adaptation and ethical considerations. The article highlights that while AI has the potential to significantly improve marketing effectiveness and customer satisfaction, a balanced approach to innovation, ethical and legal considerations is required to realise its full potential and sustain the marketing industry.