在企业营销传播中使用人工智能的特点

K. A. Arzhanova, L. D. Pisklakova
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引用次数: 0

摘要

人工智能(以下简称 Al)的应用是近年来营销和广告业的主要趋势之一。在它的帮助下,可以解决复杂程度不同的任务:从产生促销创意到创造广告创意。研究的问题在于,为了有效地开展工作,企业需要了解哪种神经网络能最有效地解决营销活动的任务。为此,有必要确定一份此类神经网络的清单。作者考虑了 Al 在营销传播中的应用,并分析了可用于商业的神经网络。研究的目的是为公司营销活动的实施制定一份相关的神经网络清单。研究了最流行的神经网络及其功能和特点。对国内外在公司营销活动中使用神经网络的经验进行了分析。提出了更有效使用神经网络的建议。在研究的基础上,确定了实施公司营销活动的相关神经网络清单。文章的方法论基础是有关在商业和营销领域使用神经网络问题的出版物。对国内外研究人员的著作进行了研究。文章采用了以下理论研究方法:分析、综合、问题化。内容分析法被选为实证研究方法。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Features of using artificial intelligence in companies’marketing communications
The use of artificial intelligence (hereinafter referred to as Al) is one of the leading trends in marketing and advertising in recent years. With its help, it is possible to solve tasks of varying complexity: from generating ideas for promotion to creating advertising creatives. The research problem is that in order to work effectively, companies need to understand which neural networks can most optimally solve the tasks of marketing activities. To do this, it is necessary to define a list of such neural networks. The authors consider the use of Al in marketing communications and analyse neural networks that can be used in business. The study purpose is to form a relevant list of neural networks for the implementation of marketing activities of the company. The most popular neural networks, their functionality and features were studied. The domestic and foreign experience analysis of using neural networks in the marketing activities of companies is conducted. Recommendations for more efficient use of neural networks are proposed. Based on the conducted research, a relevant list of neural networks for the implementation of the company’s marketing activities was determined. The methodological basis of the article was formed of publications on the problems of using neural networks in business and marketing sphere. The works of domestic and foreign researchers were studied. The following theoretical research methods were used in the article: analysis, synthesis, problematisation. The content analysis was chosen as an empirical method.
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