The role of artificial intelligence in marketing process management

Abstract

The article examines the role of artificial intelligence (AI) in the management of enterprise marketing processes in the context of the digital economy and increasing competitive pressure. The relevance of AI as a tool for the transition to data-driven marketing management is substantiated, as it makes it possible to improve the quality of analytics, increase responsiveness to changes in the market environment, and enhance the effectiveness of managerial decision-making. The paper considers the theoretical foundations of applying artificial intelligence in marketing, particularly in the context of the transformation of marketing management functions, the integration of predictive analytics, the personalization of customer interaction, the automation of communications, and the improvement of pricing approaches. It is determined that the implementation of AI contributes to more grounded decision-making within the marketing mix, especially in the areas of product offering development, selection of communication channels, distribution management, assessment of marketing campaign effectiveness, and adaptation of pricing decisions to changes in demand and the competitive environment. The main directions of applying AI tools in the enterprise marketing system are systematized, including demand forecasting, consumer segmentation, automation of advertising campaigns, the use of CRM systems with AI modules, customer behavior analysis, and dynamic pricing. A structural and functional model for integrating AI into the marketing management system is proposed, covering the stages of data formation and structuring, intelligent analytics, marketing decision-making, process implementation and automation, as well as performance evaluation and feedback. It is substantiated that the effectiveness of AI implementation should be assessed through a combination of quantitative and qualitative indicators, including revenue growth, conversion rate, forecast accuracy, level of personalization, customer loyalty, and decision-making speed. The practical significance of the study lies in the development of recommendations for integrating artificial intelligence technologies into enterprise marketing activities in order to improve decision-making accuracy, optimize costs, enhance customer interaction, and strengthen competitive positions in the digital environment.