USING ARTIFICIAL INTELLIGENCE TECHNOLOGY IN PRODUCT PROMOTION
DOI:
https://doi.org/10.36773/1818-1112-2025-138-3-203-207Keywords:
artificial Intelligence, marketing, product promotion, economic impact, machine learning, natural language processing, big data analytics, consumer trust, data privacy, ethical challenges, competitiveness, market growthAbstract
The article is dedicated to a comprehensive analysis of the application of artificial intelligence (AI) technologies in product promotion, with a focus on economic and ethical aspects. The relevance of the research is driven by the rapid digitalization of the economy and the need for a scientific understanding of the transformation of traditional marketing practices under the influence of AI.
The study employs a systematic approach, combining a comparative analysis of international and Russian cases, economic-statistical methods for evaluating effectiveness, and expert assessment of the ethical aspects of AI implementation. The research covers key AI technologies, including machine learning, natural language processing, and big data analytics, and their impact on marketing processes.
The main findings of the study indicate significant economic benefits from AI adoption, including a 25–40 % reduction in operational costs through the automation of routine processes, a 15–30 % improvement in targeting accuracy and conversion rates, and a 35–50 % increase in marketing campaign ROI. AI-powered solutions enable customer segmentation, churn prediction, the creation of recommendation systems, and real-time analysis of consumer feedback.
However, the implementation of AI is associated with substantial ethical and economic risks. The primary challenges include a loss of consumer trust due to non-transparent AI use, risks of discrimination stemming from algorithmic bias, and high barriers to entry for small businesses. Research shows that explicitly mentioning the use of AI in product descriptions can reduce consumer purchase intention by 10–15 %.
Based on the analysis of global and Russian cases, the article offers practical recommendations. These include implementing ethical standards for AI use in marketing, developing industry-wide regulations for algorithm transparency, and ensuring government support for small businesses in their digital transformation. Successful case studies from companies like Coca-Cola and Nike demonstrate that transparent AI practices can increase sales by 25 % and boost customer engagement by 30 %.
The scientific and practical significance of the work lies in the development of a comprehensive approach to balancing economic efficiency and ethical standards in AI-driven marketing practices. The research findings are valuable for developers of marketing strategies in the digital age, digital economy regulators, and researchers in the fields of business ethics and digitalization.
Prospects for further research are linked to studying the long-term effects of AI on consumer behavior, regional specifics of AI technology adaptation in marketing, and the relationship between algorithm transparency and customer loyalty.
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