Smart Marketing Solutions: Applications with Artificial Intelligence to Increase the Effectiveness of Marketing Operations

This report presents an overview of intelligent marketing solutions as a tool for optimising and achieving the effectiveness of marketing operations in a given business unit. The report focuses on specific application areas of AI-based tools, including content creation, audience segmentation, programmatic advertising, search engine optimisation, e-commerce, and chatbots. The topic of the importance of constant adaptation and innovation in marketing through the application of artificial intelligence is also touched on, and according to those directly involved in marketing, successful marketing strategies of the future will depend on the skilful use of AI tools and technologies in synergy with the human creative approach. The idea that AI-based marketing tools are becoming not only possible but a mandatory part of a company's strategy expands the horizons of both researchers and business experts in the marketing field. The former have the opportunity to track the real impact of the operationalization of artificial intelligence in organizational activity. At the same time, specialists from digital marketing agencies focus more intensively on their clients and their consumer preferences.