Artificial intelligence in the marketing of small and medium-sized businesses
Shevchenko I.V.1
, Khoruzhin V.I.1
1 Кубанский Государственный Университет
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Journal paper
Informatization in the Digital Economy (РИНЦ, ВАК)
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Volume 5, Number 3 (July-september 2024)
Indexed in Russian Science Citation Index: https://elibrary.ru/item.asp?id=74511227
Abstract:
Today, digitalization and artificial intelligence have great potential for Russian business.
This is particularly evident in the automation and optimization of marketing processes, as AI tools performing analytical and creative functions become more accessible and adaptable. On the other hand, it is necessary to take into account the risks associated with a rapid transition to a new stage of digitalization.
In the article, the authors considered generative textual and graphical models of artificial intelligence, which, due to their accessibility and effectiveness of application, can be useful for optimization of marketing processes in Russian small and medium-sized businesses. The authors provide recommendations for improving the quality of communication with AI models through prompt, the language of communication with neural networks, and for evaluating the effectiveness of neural networks.
Keywords: artificial intelligence in marketing, marketing in SMEs, business process optimization, artificial intelligence in business
JEL-classification: L80, L86, C80
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