ENHANCING THE EFFECTIVENESS OF ENTERPRISE MARKETING COMMUNICATIONS THROUGH ARTIFICIAL INTELLIGENCE

Introduction. Modern companies are compelled to adapt to a dynamic digital environment that demands effective interaction with the audience. Artificial Intelligence (AI) offers new opportunities for personalization, consumer behavior analysis, and automation of marketing processes, enabling increased communication efficiency. This is a relevant topic for research, as AI integration provides significant competitive advantages in contemporary business. Objective. The objective of this study is to examine the impact of artificial intelligence on the marketing communications of modern enterprises, focusing on its role in personalization, targeting, automation, and evaluating the effectiveness of advertising campaigns.