THE ROLE OF ARTIFICIAL INTELLIGENCE IN BRAND PROMOTION USING DIGITAL MARKETING METHODS

Abstract

The article examined the prerequisites for the development of innovative technologies in the field of artificial intelligence in modern conditions. The main digital marketing tools are presented, which companies should use to increase the effectiveness of the brand's interaction with the target audience. The key factors of the growing popularity of artificial intelligence in many types of economic activity in recent years have been revealed. The main sources of digital marketing information are presented, which allows the collection of data for further use in the implementation of artificial intelligence algorithms. The expediency of using heterogeneous information in the implementation of specialized machine learning algorithms, which allows for identifying hidden relationships and interdependencies, has been proven. The main areas of application of artificial intelligence and digital marketing tools are presented to increase the level of company conversion. The increasing effectiveness of artificial intelligence allows companies to single out specific groups of users, providing them with relevant content. Thanks to the prediction of needs, the individual consumer begins to perceive automated communication with the brand as an individual approach, which generally contributes to the growth of the target audience's loyalty to the company. Artificial intelligence allows companies to adjust advertising campaigns, email distributions, and the timing of posting content on social media. Depending on the characteristics of consumer groups, the system based on machine learning algorithms automatically carries out appropriate communications with the target audience. A chatbot, unlike staff, has the ability to simultaneously interact with a large number of customers and, thanks to artificial intelligence, constantly updates and expands the knowledge base in the specialized field. Modern artificial intelligence services allow you to generate text, photo, and video content. First of all, it is advisable to pay attention to products from OpenAI: ChatGPT is used to create text information, and Dall-E 3 in combination with the previous product allows to generation of complex images. Thanks to the use of similar services, it is possible to optimize the company's marketing strategy in the digital environment, as the process of creating relevant content is significantly accelerated.