Modern trends and the impact of AI application on visual sales-oriented content in marketing communications

The article is devoted to the study of modern trends and the impact of artificial intelligence application on visual sales-oriented content in marketing communications. The paper reveals the role of visual content as a tool for influencing consumer behavior in the context of the digital transformation of marketing. The features of traditional and AI-mediated visual sales content are characterized, and their functional differences and transformational effects are identified. The concept of artificial intelligence is уточнено with regard to visual sales-oriented content, with an emphasis on the prevailing practice of using generative neural networks in marketing communications. The main trends in the application of artificial intelligence in marketing communications are highlighted, and the influence of this technology on the functional characteristics of visual sales-oriented content and the overall manageability of marketing communications is determined.