ARTIFICIAL INTELLIGENCE TECHNOLOGIES IN DIGITAL ADVERTISING OF RETAIL ENTERPRISES
Abstract
Features and development trends of retail trade enterprises demonstrate significant changes in the context of digitalization, difficult economic and military situation in Ukraine. The article explores the impact of artificial intelligence (AI) technologies on the effectiveness of digital advertising in the retail sector. The relevance of the study is driven by the rapid evolution of digital marketing, growing competition among enterprises, and the need to adapt to changing consumer behavior. The hypothesis of the research assumes that the implementation of AI tools significantly increases advertising campaign efficiency through personalization, automation, and analytical optimization. To verify the hypothesis, the study applied structural-functional, comparative, and systems approaches, as well as case analysis of companies such as Amazon, Walmart, Alibaba, Rozetka, and EVA. In the article there was considered the state of the global retail market from 2019 to 2023, the factors influencing the global retail market are analyzed and the place of the domestic retail market is determined. The current dynamics of development of the retail market in Ukraine, the structure of trade turnover are considered. The rapid digital transformation has positioned AI as a critical tool for retail enterprises, enhancing digital advertising through technologies such as machine learning, natural language processing (NLP), data analytics, computer vision, and recommendation systems, which optimize marketing strategies by improving targeting precision, automating processes, and personalizing consumer interactions. Conclusions affirm AI’s role in boosting marketing efficiency and resilience, while challenges like data quality, system integration, and ethical concerns around privacy are noted. Future research could investigate these ethical implications, long-term consumer behavior shifts, and broader omnichannel advertising applications to further refine AI’s role in retail. AI tools like predictive analytics and chatbots are revolutionizing digital advertising in Ukraine, enabling retailers to deliver personalized experiences and optimize marketing strategies.
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