Abstract: The research is devoted to the topic of artificial intelligence in marketing. The purpose of the study is to analyze current trends in the use of artificial intelligence in marketing and assess its prospects for further development of the industry.

Various aspects of the use of artificial intelligence are considered, in particular, it allows automating processes and increasing the efficiency of marketing campaigns.

The positive impact of artificial intelligence on marketing is considered, including the ability to automate processes and increase productivity, ensure a more rational allocation of resources, as well as increase the effectiveness of marketing campaigns and obtain important insights into the target audience and competition. However, the disadvantages of this technology, such as the complexity of staff training and the possible reduction of available jobs, were also noted.

It is emphasized that artificial intelligence has significant potential for developing marketing activities and creating more effective marketing in the future. Overall, the study emphasizes the importance of exploring possible ways to apply artificial intelligence to modern marketing. As a result of the study, conclusions have been drawn about how the use of artificial intelligence can be useful for the marketing industry, what opportunities it opens up for creating more effective strategies, and what prospects this technology has for further development.

Artificial intelligence opens up impressive opportunities for marketers and, as this technology is only gaining momentum in its development, in the future, artificial intelligence will create smarter marketing that will be more effective in achieving its goals. Therefore, exploring possible ways to apply artificial intelligence is one of the priority areas of development for modern marketing.