ЕКОНОМІЧНА ЕФЕКТИВНІСТЬ ВИКОРИСТАННЯ ШТУЧНОГО ІНТЕЛЕКТУ В СИСТЕМАХ ЦИФРОВОГО МАРКЕТИНГУ

Olena Klimenko; Yehor Filonenko

doi:10.32782/2415-3583/42.9

Olena Klimenko Simon Kuznets Kharkiv National University of Economics https://orcid.org/0000-0002-2573-9333
Yehor Filonenko TruePerformance LLC https://orcid.org/0009-0004-2200-0818

DOI: https://doi.org/10.32782/2415-3583/42.9

Keywords: artificial intelligence, digital marketing, economic efficiency, performance indicators, performance evaluation, marketing analytics, digital technologies

Abstract

The article investigates the economic efficiency of using artificial intelligence (AI) technologies in digital marketing and substantiates a system of indicators for its assessment. The increasing integration of AI technologies into marketing activities has significantly transformed customer communication, marketing analytics, advertising campaigns, content creation, and decision-making processes. However, despite the rapid expansion of AI applications, existing approaches to evaluating their economic outcomes remain fragmented and are mainly focused on individual financial or marketing metrics, which limits the possibility of obtaining a comprehensive assessment of implementation results. The purpose of the study is to investigate the economic efficiency of artificial intelligence technologies in digital marketing and to substantiate a system of indicators for its assessment. The research methodology is based on the methods of scientific generalization, comparative analysis, systematization, structural analysis, and logical modeling. The theoretical basis of the study includes contemporary scientific approaches to the economic assessment of AI implementation and analytical materials published by HubSpot, Salesforce, McKinsey, and the Stanford AI Index. The study substantiates the need for a comprehensive assessment of AI implementation outcomes by considering resource, financial, operational, and customer dimensions of economic efficiency. An author's approach to the formation of an assessment system is proposed, integrating the functional application areas of AI technologies with corresponding dimensions of economic efficiency. A matrix describing the relationships between AI application areas and economic efficiency dimensions has been developed, and a structured system of indicators has been substantiated to evaluate the results of AI implementation in digital marketing. The proposed indicators enable a multidimensional assessment of marketing performance and provide a more comprehensive evaluation than approaches based solely on individual financial or marketing indicators. The practical significance of the proposed approach lies in its applicability for evaluating the effectiveness of AI implementation, supporting managerial decision-making, monitoring changes in digital marketing performance, and identifying priority directions for improving marketing efficiency. The proposed system of indicators may also serve as a methodological basis for further empirical research on the economic effects of AI technologies in different sectors of the economy.

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ECONOMIC EFFICIENCY OF ARTIFICIAL INTELLIGENCE TECHNOLOGIES IN DIGITAL MARKETING SYSTEMS

Abstract

References