Organizational And Economic Mechanisms For Improving Marketing Management Under Artificial Intelligence And Personalization

Abstract

The article examines the improvement of marketing management under the conditions of artificial intelligence and digital personalization. Modern marketing increasingly requires individualized and context-relevant customer interactions, effective use of data, automation of marketing communications, and near-real-time evaluation of campaign performance. The study proposes viewing marketing not merely as advertising and sales activity, but as an integrated system connecting data, technologies, customer experience and managerial decision-making. A systems approach, comparative analysis, scientific abstraction, grouping and synthesis were applied. Based on recent international marketing research and academic literature, the effects of artificial intelligence on personalization, customer experience, marketing analytics, content creation and managerial responsiveness are examined. As a result, a functional mechanism of marketing management is proposed, consisting of data integration, customer segmentation and personalization, AI analytics, content and communication management, customer experience management, and control and KPI evaluation. The approach can contribute to optimizing marketing expenditures, strengthening customer relationships and improving the evidence base of marketing decisions.

Keywords

marketing • marketing management • artificial intelligence • digital marketing • personalization • customer experience • marketing analytics • data-driven marketing • KPI • digital transformation

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