The impact of artificial intelligence on the transformation of marketing in the digital age

This research paper examines the transformation of marketing in the context of a dynamic online marketplace. The author of the article emphasizes that the transition from traditional marketing to the use of digital technologies is becoming a necessity for companies seeking not only to preserve but also to strengthen their competitive advantages in a dynamically developing market, building closer and more trusting relationships with customers and promptly meet the ever-growing and changing needs. The article provides a rationale for the transformation of marketing tools under the influence of artificial intelligence technologies. The analysis of the technologies under consideration has shown that successful marketing transformation involves the creation of an integrative system of digital tools that allow optimizing the company's marketing strategies within the formation of a “data-driven” approach, where decisions are built on the basis of data analysis, and the customer experience becomes seamless across all channels of interaction. The results of the research allow us to identify priority tools for successful adaptation to rapidly changing technologies, the requirements of the digital environment and effective utilization of the company's market opportunities.