Abstract
The article investigates contemporary challenges associated with leveraging artificial intelligence in business marketing. The primary goal is to analyze and consolidate common issues in applying artificial intelligence to marketing and to explore preventive measures, with a focus on social media strategies. The study delves into the core concepts and conflicting perspectives on artificial intelligence technologies as presented in modern literature. It draws attention to marketers’ limited understanding of artificial intelligence and its operational mechanisms. The paper emphasizes the necessity of integrating artificial intelligence into marketing processes to boost efficiency, stressing the importance of setting clear implementation goals, reevaluating associated risks, and addressing potential obstacles. By examining social media marketing strategies, it identifies key advantages and methods to enhance the effective use of artificial intelligence. The study also reviews typical mistakes made in social media marketing when artificial intelligence is utilized. Practical recommendations and guiding principles are proposed for adopting these technologies and tools in modern business practices. These include staff training on artificial intelligence, conducting financial and operational feasibility studies, ensuring sufficient functionality, developing guidelines, and standardizing implementation practices.
Published Version
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