Possibilities of Practical Use of Artificial Intelligence in Marketing Processes

Abstract

This article discusses the possibilities of practical use of artificial intelligence in marketing processes. It is unambiguous, that marketing has entered a new era of development (marketing control) and day by day, the scale of changes brought by digital transformation becomes visible to the field of marketing, in terms of challenges and changes. No one can definitively say whether human creativity will be replaced by artificial intelligence, especially since artificial intelligence, in terms of content generation, is actively used by leading companies. For instance, it is significant that very recently, literally in front of our eyes, on March 14, 2023, the company OpenAI announced the launch of the 4th generation GPT-4 (Generative Pre-trained Transformer 4) in its artificial intelligence network. According to the company “The latest version of GPT-4 is 50 times smarter than its predecessor. GPT-4 Artificial intelligence will quickly become the future of advertising.” Advertisers are already actively using AI for audience identification and segmentation, for producing creative advertising content and for checking the effectiveness of advertising. Moreover AI assists with correct and improved quality of advertising performance, content details, as well as optimized time and costs - which is the most important in modern marketing and for its processes. Artificial intelligence will carry out advertising communication based on automatically processed analysis, in real time, at any scale. AI will automatically create advertisements, identify the target groups needed for its brand and will carry out testing ads on selected audiences, based on the received feedback, it will improve and strengthen the effectiveness of advertising, penetration and impact of advertising on the target audience. Keywords: Artificial intelligence, Content marketing, Generative Pre-trained Transformer, Google Marketing Platform.