Abstract
The topic of this research allows you to study important trends in the field of marketing. To reveal the opportunities and challenges associated with the integration of artificial intelligence, in particular ChatGPT, into the marketing activities of the enterprise. The creation of artificial intelligence has provoked significant transformations in various fields, and marketing has not become an exception. The large language model ChatGPT developed by the OpenAI company is currently one of the vivid examples of tools based on artificial intelligence. In this article, we will consider the process of working with ChatGPT and how it can be used in marketing activities using the example of an agricultural machinery company. The article states that due to the analysis of a large amount of data and the availability of machine learning algorithms, ChatGPT is able to generate text responses in human language based on a text request received from the user. The rapid rise in popularity of ChatGPT was investigated. The difference between ChatGPT-3.5 and ChatGPT-4 was highlighted. The choice of the enterprise in the field of agricultural engineering was substantiated through the study of the latest trends in the industry caused by military aggression from Russia. The article provides examples of responses generated by artificial intelligence to queries related to the definition of the company’s strategic goals, the definition of the company’s competitors, etc. The possibilities of using ChatGPT in SEO optimization were investigated. Features of the use of artificial intelligence for automation and improvement of interaction with clients are noted. The possibility of creating not only text content, but also graphic content in ChatGPT has been explored. The need for a synergistic combination of human resources and the capabilities of artificial intelligence was revealed due to the need for constant control and verification of the content created by ChatGPT, as well as the need for fine-tuning the model. The article raised the issue of data privacy and security.
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