DEVELOPMENT PERSPECTIVES AND INNOVATIVE AREAS OF ARTIFICIAL INTELLIGENCE APPLICATION IN MARKETING AND PR

Abstract

This article focuses on the future development and innovative uses of AI in marketing and public relations. The purpose of the article is to systematise information on new approaches to marketing and PR that use artificial intelligence. Research methods include analysis of market trends, data synthesis and case studies. The findings highlight that artificial intelligence is playing a central role in the evolution of marketing and public relations, significantly improving the efficiency of data processing, brand positioning and personalisation of communication. The study examines the contribution of tools such as Jasper and ChatGPT to marketing copywriting and content planning, as well as Frace and Fireflies to monitoring the emotional tone of brands on social media and automating meetings. Such tools as Deepl and Grammarly are highlighted to ensure translation and proofreading accuracy, as well as the use of Midjourney for creative visualisation. The analysis of the market for the use of AI in marketing indicates that the AI market in marketing and PR could reach 107.57 billion USD by 2028. However, 37% of companies are still not ready to fully implement AI due to a lack of skilled skills and resources, which highlights the need for educational initiatives to improve professional competence. The document points to the potential for revolutionary changes in the way businesses do business, including increased efficiency, security and adaptation to consumer preferences, with a focus on strategic understanding and adaptation to changing market conditions. The practical significance of the study is to provide businesses with recommendations on the effective use of AI, which can increase the competitiveness of companies. The scientific novelty of this study lies in a comprehensive analysis of the impact of artificial intelligence on various aspects of marketing and public relations, as well as in identifying the potential of automation and personalisation in customer interaction. The main barriers to the full implementation of AI in business processes are identified and strategies to overcome them are developed. Based on the research, recommendations will be formulated for the further development of innovative technologies in marketing and PR, with a focus on educational initiatives that can significantly increase the level of professional qualification in this field.