INTEGRATING ARTIFICIAL INTELLIGENCE INTO DIRECT E-MARKETING

Authors

DOI:

https://doi.org/10.31073/foodresources2025-24-23

Keywords:

direct e-communications, direct marketing, artificial intelligence, chatbots, personalized e-communications

Abstract

Subject. Direct marketing e-communications are an important tool within the framework of the chosen business strategy when interacting with the audience, promoting existing offers and branding. Artificial intelligence has provided new opportunities for effective and efficient consumer engagement, which has significantly improved the customer experience and marketing campaigns. One of the ways to solve this problem is to apply theoretical, methodological and practical aspects of integrating artificial intelligence into direct e-marketing. Purpose. Theoretical and methodological justification and identification of promising areas of application of artificial intelligence in direct e-marketing. Methods. The presented study is based on the following scientific methods: theoretical generalization and grouping – to structure the views of scientists on the feasibility of using artificial intelligence in direct e-marketing; formalization and synthesis – to identify areas of application of artificial intelligence in direct e-marketing; expert assessments – to identify promising areas of application of artificial intelligence in direct e-marketing. Results. This article provides a theoretical generalization of the views of scientists on the feasibility of using artificial intelligence in direct e-marketing. The level of use of artificial intelligence in working with data among marketers around the world is presented. The directions of application of artificial intelligence in direct e-marketing are highlighted. A study was conducted to identify promising directions of introduction of artificial intelligence in direct e-marketing activities. As a result, it was found that personalized communication through chatbots is one of the important mechanisms for supporting continuous interaction with e-users and filtering targeted actions of consumers. Scope of results. The results of the study can be used in organizing e-marketing at enterprises, taking into account the development of new technologies and improving existing marketing strategies.

Key words: direct e-communications, direct marketing, artificial intelligence, chatbots, personalized e-communications, conversions.

 

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Published

2025-06-05

How to Cite

Onofriichuk, I., & Shkurov, Y. (2025). INTEGRATING ARTIFICIAL INTELLIGENCE INTO DIRECT E-MARKETING. FOOD RESOURCES, 13(24), 222–228. https://doi.org/10.31073/foodresources2025-24-23

Issue

Vol. 13 No. 24 (2025): FOOD RESOURСES

Section

Економічні науки

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