ARTIFICIAL INTELLIGENCE APPLICATION IN MARKETING RESEARCH

Introduction. The development of marketing technologies and strategies is increasingly based on the latest advancements in digital technologies and artificial intelligence algorithms. Modern enterprises face the need to use advanced methods for conducting marketing research to increase their competitiveness. This leads to the fact that only those companies that quickly adapt to changes in marketing will be able to interact with their customers efficiently and effectively. This creates the need not only to develop innovative marketing practices but also to use advanced software solutions, including artificial intelligence algorithms integration in marketing processes. Purpose. The purpose of this study is to review current publications in Ukraine and abroad on the use of artificial intelligence in marketing. Also, the study outlines the prospects for artificial intelligence application in marketing research and the possibilities of high-quality integration of artificial intelligence in developing marketing strategies. Materials and methods. The study uses a literature review of current developments in artificial intelligence applications in marketing. The research offers a brief review of available software solutions for marketing research studies with integrated artificial intelligence algorithms. A qualitative study was conducted based on a selected enterprise to obtain the views of marketing specialists on the use of AI in marketing research. The study sample consists of 16 respondents. The only selection criterion is professional activity in marketing and experience with software with artificial intelligence algorithms. Results. The study indicates that the use of artificial intelligence is the next stage in the development of marketing. It is expected that artificial intelligence will automate and simplify marketing research, thereby optimizing the cost of resources for marketing at the enterprise. Further adaptation of artificial intelligence in marketing will allow people to devote more time to creative activities and strategic planning, while artificial intelligence can take over more monotonous marketing tasks. Prospects. Further research should focus on the artificial intelligence algorithms effectiveness in marketing research. It is proposed to quantify the extent to which the process of conducting marketing research is accelerated relative to traditional approaches and assess the quality and accuracy of such research.