Prospects for marketing management in the context of artificial intelligence development

Abstract

The most important elements of marketing management are the analysis, planning, implementation, and control of activities designed to meet the consumer needs of target groups of buyers. The chapter deals with the issues of artificial intellectualization of marketing, when artificial intelligence (AI) is considered as a useful component of marketing management. Aspects of the use of AI in marketing are revealed. Marketers use AI to develop a marketing strategy to enhance the effectiveness of marketing campaigns, and it helps them understand and meet the needs of each client in each situation. As a direction of modernization, it is proposed to introduce a component in marketing management that provides intellectual and informational sup-port for making strategic marketing decisions based on a balanced system of indicators. An algorithm for evaluating the readiness of marketing processes for intellectualization is proposed, which consists in the complex application of methodological tools of marketing management. The uniqueness of the authors’ approach is to clarify and highlight the key stages used in the design of AI marketing and understand their content; namely, to assess the degree of digital integration of marketing in the company, to determine the level of development of digital marketing culture in the company, to identify barriers to digital transformation of marketing processes and to establish the desired results from digital transformation of marketing processes.