ARTIFICIAL INTELLIGENCE IN DIGITAL MARKETING

Abstract

The aim of this paper is to investigate the impact of artificial intelligence on consumers, the familiarity of consumers with artificial intelligence, as well as the interaction of consumers with tools that use artificial intelligence in their work. The main conclusions of the research indicate that marketing is increasingly changing and adapting to new trends, and that artificial intelligence with its methods will become an indispensable part of marketing. Modern consumers like to check product information, take a good look at all the offers and finally decide to buy. In this process, artificial intelligence can create an excellent personalized environment for the user to feel invited to make a purchase. Modern marketing incorporates artificial intelligence methods to more easily profile customers and create personalized content. In addition to the use of artificial intelligence for profiling and easier selection of relevant information, modern marketing introduces modern advertising methods so that brands can get closer to their consumers. Therefore, lately, more attention has been paid to marketing on social networks, mobile marketing, as well as e-mail marketing. In the end, it can be concluded that artificial intelligence has an impact on the buying habits of consumers. The survey was divided into three parts, each of which represented one hypothesis. All hypotheses were partially or fully confirmed.