Implementation of artificial intelligence in the marketing strategies of agricultural enterprises

In the context of dynamic changes in the agricultural sector, the use of artificial intelligence (AI) is becoming one of the key areas for the development of marketing strategies for agricultural enterprises, capable of increasing their competitiveness and economic efficiency. To identify the main areas, problems and prospects for the implementation of machine learning algorithms, neural networks and intelligent systems in agricultural marketing, as well as to assess the factors influencing the success of these solutions. This work is of a review nature and is based on the analysis of scientific articles published in the RSCI database for the period 2018-2024. As a result of the initial search, 110 sources were found using keywords (“artificial intelligence”, “agromarketing”, “digital marketing”, “machine learning”, “neural networks”); the most significant publications were selected by studying their relevance and quality. Based on the comparison of the collected data, it was found that AI tools allow agricultural enterprises to more accurately forecast demand, segment target audiences, and automate interactions with customers. However, the effectiveness of AI implementation depends on the availability of infrastructure, personnel qualifications, and the development of cybersecurity issues. It was found that the comprehensive integration of algorithms into marketing helps increase customer loyalty and develop personalized promotion strategies. It was concluded that the use of artificial intelligence in agribusiness marketing strategies has high potential, but requires a systematic approach, including technical re-equipment, training of specialists, and the formation of legal mechanisms for data protection.