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The Impact of Modern Innovative Technologies on the Development of Digital Marketing
(Національний університет «Одеська політехніка», 2024) Gavrysh, Iuliia; Shcherbatiuk, Iryna
The article analyses the impact of modern innovative technologies, in particular artificial intelligence, on the development of digital marketing. The main emphasis is placed on the importance of artificial intelligence as a key success of marketing strategies. It is proved that artificial intelligence allows for more accurate analytics, personalized approaches and automated processes. The author examines the variety of applications of artificial intelligence in digital marketing, including consumer recommendations, chatbots, automatic trend detection, and other tools that help companies better understand the needs of their consumers. The article examines the legal aspects related to the use of artificial intelligence in digital marketing. The importance of a careful approach to data privacy, copyright, and ethical responsibility is emphasized.