The Impact of Artificial Intelligence on Marketing Services

Abstract

A B S T R A C T The article approaches the analysis of the impact of information technology on marketing services. There are identified the main growth trends and developmental drawbacks. There are analyzed the major trends of modern marketing, among which the leader positions belong to digital marketing. An ample influence on the methods of carrying out marketing research is the connection to the Internet of a large number of users, the omnipresence of social networks. A new direction in marketing research has emerged, based on the processing and analysis of large amounts of data, called Big Data. Big data technologies find applications in almost all digital marketing tools. There are highlighted the characteristics of the development of intelligent information systems. The main areas of applying artificial intelligence in marketing are identified. The most promising direction for the use of artificial intelligence and the development perspectives of marketing specialists who are working with artificial intelligence tools. ©