Artificial intelligence in modern enterprises and marketing campaigns: effective tools and development prospects
Authors:   Ternopil Ivan Pul'uj National Technical University, Ostrovska Halyna , Ostrovskyy Oleksandr ,   Ternopil Ivan Pul'uj National Technical University
Published: January 2024

The aim of the article. The purpose of the article is to analyze the current state and prospects for the development of artificial intelligence in the modern enterprises and marketing campaigns, as well as to develop proposals in the context of their effective use as a priority for ensuring the innovative development of enterprises. Analysis results. The article examines the current problems of artificial intelligence creating and practical application in the modern enterprises. It has been proven that artificial intelligence technologies, the spread of which is based on the mass use of digital information and the rapid computer computing power growth, leave the sphere of purely theoretical research and become one of the world market segments, which can lead to truly revolutionary results. The prospects for artificial intelligence technologies development and the possibility of their integration into various enterprise activity spheres, in particular, into the field of marketing, have been studied. Current areas of artificial intelligence application for the Industry 4.0 implementation are considered. Effective trends and development prospects related to the use of artificial intelligence in various marketing segments and their transformation for marketing sectors are summarized. It is noted that for the effective operation of industrial enterprises, full-fledged information support is necessary at all stages of management decisions design and formation. It was concluded that artificial intelligence is considered today as the most important factor that determines the overall growth of the Ukrainian economy, the future of each country and its position on the world stage in general. The article develops modern approaches to the use of artificial intelligence for the Industry 4.0 implementation, in particular in marketing. A model of artificial intelligence introducing at the enterprise strategy is proposed. The obtained research results can be used in the context of robotics policy and industrial enterprises digital systems future development in order to accelerate innovative, technical and economic development in the long term. Conclusions and directions for further research. The advanced countries of the world are on the revolutionary changes verge in many economy sectors due to the intensive development of intelligent technologies and artificial intelligence. The world’s most influential companies are actively investing in order to increase economic and social benefits from the implementation of technologies in the main artificial intelligence development areas: deep learning technologies, integration technologies, machine learning and cognitive data. In this context, based on the structure and state of the Ukrainian industry, it can be assumed that the indicated industrial robotization trends will persist for a long time. The release of workers as a digital technologies development result will occur, first of all, not in production, but in the sphere of services, management, finance, due to the office worker’s reduction. However, practice confirms that the most important results of artificial intelligence development are not only the increase in productivity and the displacement of live labor from production, but, above all, the transformation of social relations system, including their organization forms, the interaction between people forms, between the state and the population. It is important to determine the place of artificial intelligence in these systems and its potential as a means of regulatory influence on society. At the same time, in order to secure technological development and free society from prejudice and risks, it is necessary to formulate and strengthen the current legislation in this field. This will create an ethical and legal environment for the development of innovations. Artificial intelligence also has significant potential in the field of marketing. This intelligence is changing the way brands and users interact with each other. Since the data growth far outstrips the ability of people to process this data, Marketing 4.0 must align with Industry 4.0 technologies, introducing IT knowledge to their professional competencies. In the direction of further research, proceeding from priorities, there are proposals for the introduction and development of innovations in military affairs in order to protect our country from Russian armed aggression, based on the three key components of military technologies: artificial intelligence, the use of "big data", Internet management technologies production and territorial systems (Internet of things).