Artificial Intelligence in Advertising and the Consumer Journey to Purchase

The present research is dedicated to the possible uses of artificial intelligence in business and in particular – for marketing purposes. Attention is drawn to the importance of artificial intelligence algorithms in the field of advertising and its impact the consumer journey to purchase. A brief overview of models reflecting the impact of advertising on this process is presented. An author's view of the possible application of artificial intelligence at each stage of the consumer experience that forms the journey to purchase in a digital environment is presented. It is concluded that artificial intelligence has the potential to improve advertising efficacy and consumer experience.