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The remaining few large number of enterprises are actively pursuing information technologies, as well as custom intelligence to simplify work with a large amount of data, as well as for communication within their own target audience. Increasing competition also encourages the search for other tools to gain accomplices. In the minds of growing competitiveness in business, the use of technology for marketing purposes is becoming increasingly widespread. This is based on the results of a follow-up study conducted transnational consulting and auditing corporation PricewaterhouseCoopers (PwC), the importance of most business managers is the importance of relying on artificial intelligence in work, 72% agreed that artificial intelligence will help professionals should focus on the most important aspects of work; 67% recognize the potential of piece intelligence in process automation, optimization of business efficiency and productivity. 34% of respondents are more able to dedicate the benefits of additional artificial intelligence to more than an hour of deep, comprehensive thinking about the situation and the creative creation of new ideas.

Artificial intelligence allows marketers to take a data-driven approach to predicting the different behaviors of their digital customers. By analyzing browsing and transaction history, marketers can identify target segments of consumers. Artificial intelligence can help marketers make the most relevant product or content suggestions based on a customer’s past search, purchase, or browsing activity. This ensures that only those consumers who have shown a propensity for a particular product or service category receive the right recommendations at the right time [3].

Personalized and contextualized content can then be delivered to specific consumer segments through appropriate communication channels, such as contextual advertising, email, browser push notifications, app push notifications, or in-app messages, to encourage customers to engage. In addition, AI allows marketers to easily embed high-response keywords into these messages that drive conversions based on key metrics (such as opens and clicks) relevant to each customer and tracked over time. The more personalized the message, the greater the chance for businesses to succeed.

Marketers also need to target the right audience at the right time. AI allows you to identify segments of consumers who respond to a particular company at a particular time based on the history of online behavior. Over a certain period of time, the system provides a certain degree of predictability regarding consumer reactions.

In conclusion, we can say that the use of artificial intelligence helps to bring the marketing activities of the enterprise to a higher and more technologically advanced level. Artificial intelligence allows for clear targeting, offering the enterprise's products precisely because and when they are needed. Considering all the above-mentioned advantages of artificial intelligence, it can be argued that its application in the field of marketing will undoubtedly continue and develop.

marketing; marketing research; marketing activities; artificial intelligence