PROSPECTS FOR THE USE OF GENERATIVE ARTIFICIAL INTELLIGENCE IN MARKETING

Аннотация

Generative artificial intelligence is rapidly transforming marketing from a communication function into a data-driven, adaptive, and increasingly automated system of value creation. The technology is no longer limited to drafting advertising copy or producing visuals; it is becoming part of audience segmentation, customer journey orchestration, product recommendation, conversational commerce, campaign optimization, and market insight generation. Current evidence shows that marketing and sales remain among the business functions where AI most often produces revenue gains, while marketers themselves increasingly recognize that personalized, two-way communication is becoming the new norm. At the same time, the expansion of generative AI raises serious issues related to transparency, privacy, content accuracy, intellectual property, and consumer trust. This article examines the main prospects for the use of generative AI in marketing, identifies its strategic advantages, and outlines the institutional and ethical conditions necessary for its sustainable adoption.