njesЭкономические системыEconomic Systems2309-2076Дашков и К10.29030/2309-2076-2025-18-3-60-79njes-82Research ArticleЦИФРОВАЯ ЭКОНОМИКАDIGITAL ECONOMYВозможность использования искусственного интеллекта при формировании маркетинговых стратегийThe possibility of using artifi cial intelligence in the formation of marketing strategiesПетуховаА. С.PetukhovaA. S.

Анна Сергеевна Петухова – аспирант, Высшая школа бизнеса

Москва

Anna S. Petukhova – Ph.D. student, Higher School of Business

Moscow

aspetukhova@hse.ruРожковМ. И.RozhkovM. I.

Максим Игоревич Рожков – кандидат экономических наук, доцент

Москва

Maxim I. Rozhkov – Ph.D. in economic sciences, associate professor

Moscow

maksim.rozhkov@hse.ruКущС. П.KushchS. P.

Сергей Павлович Кущ – доктор экономических наук, профессор, руководитель департамента

Москва

Sergey P. Kushch – doctor of economic sciences, professor, head of the Department, HigherSchool of Business

Moscow

skushch@hse.ruВысшая школа бизнеса, Национальный исследовательский университет «Высшая школа экономики»РоссияHigher School of Business, National Research University «Higher School of Economics»Russian Federation2025080620251836079Copyright © Петухова А.С., Рожков М.И., Кущ С.П., 20252025Петухова А.С., Рожков М.И., Кущ С.П.Petukhova A.S., Rozhkov M.I., Kushch S.P.This work is licensed under a Creative Commons Attribution 4.0 License.https://www.njes.ru/jour/article/view/82

связи со стремительным развитием технологий возникает возможность использования искусственного интеллекта (ИИ) в маркетинге.В статье проведены анализ специальной литературы и систематизация различных программных продуктов с ИИ, которые могут использоваться при решении маркетинговых задач. Оценено влияние ИИ на такие составляющие маркетинга, как анализ рынка и прогнозирование, анализ настроений аудитории, персонализация предложений и другое. В результате исследования авторами предложена концептуальная модель применения технологий ИИ при разработке маркетинговых стратегий развития бизнеса в условиях ограниченного бюджета.Информационную базу составили 74 статьи в области применимости ИИ в маркетинге, опрос 21 руководителя маркетинговых агентств, а также анализ 78 программ из области MarTech.

Due to the rapid development of technology, it is possible to use artificial intelligence (AI) in marketing.The article analyzes the specialized literature and systematizes various AI software products that can be used to solve marketing problems. The impact of AI on such marketing components as market analysis and forecasting, audience sentiment analysis, personalization of offers, and more is assessed.As a result of the research, the authors proposed a conceptual model for the use of AI technologies in the development of marketing strategies for business development in conditions of a limited budget.The information base consisted of 74 articles on the applicability of AI in marketing, a survey of 21 heads of marketing agencies, as well as an analysis of 78 programs from the field of MarTech.

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The authors declare that there are no conflicts of interest present.