УДК 339.138

Berman N.D.¹ (Khabarovsk, Russian Federation) – nina.berman@mail.ru

¹Pacific National University; Honorary Worker of Education of the Russian Federation

Abstract. The rapid development of artificial intelligence (AI) has opened a new era for various sectors of the economy, including marketing. Artificial intelligence is transforming traditional approaches and has a significant impact on modern marketing, opening up new opportunities: analyzing large amounts of data, identifying patterns, making forecasts, and even making decisions with minimal human involvement. The purpose of the study is to study and identify effective approaches to the use of artificial intelligence (AI) to optimize digital marketing strategies. The study is aimed at identifying methods and tools that allow companies to improve the quality and effectiveness of their marketing initiatives by harnessing the potential of AI. Despite numerous studies on the relationship between AI and marketing, the rapid development of both areas requires continuous study. The introduction of AI into marketing practices has led to significant changes and transformations in the activities of enterprises, launching a new wave of innovation and growth in business strategies. The article discusses methods and tools that allow companies to improve the quality and effectiveness of their marketing initiatives by harnessing the potential of AI. The introduction of AI into marketing practices is bringing about significant changes and transformations in the operations of enterprises, launching a new wave of innovation in business strategies. The analysis showed that AI can significantly improve the understanding of customer needs, provide personalization of offers and create more effective advertising campaigns. In addition, the automation of processes allows companies to respond more quickly to market changes and promptly adjust their strategies.

Keywords: marketing, digital marketing, marketing strategy, artificial intelligence, machine learning, neural network, predictive analytics, automation, AI agents, innovation.

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For citation: Berman N.D. Digital marketing: using artificial intelligence for competitive strategies. CITISE, 2025, no. 2, pp. 40-48.