The use of artificial intelligence in marketing significantly simplifies the life of specialists in this field. AI opens up a lot of new opportunities and prospects for marketers https://data-science-ua.com/industries/ai-in-retail/ . Chatbots that are able to choose the answer themselves, voice search and other similar tools that can help specialists effectively control the number of customers interacting with a certain brand. A personalized approach. Personalization has become one of the main trends in marketing, this is due to the introduction of artificial intelligence technologies. The main task of almost every marketing company is to get a response from the target audience, which in turn is ready to purchase the promoted product. Based on this, approaches are being developed that are focused on meeting the needs of target consumers. Initially, the approaches were mainly focused on a wide audience, but due to artificial intelligence technologies, an addressable approach has emerged, when advertising is focused on a specific consumer, as a result of which it becomes as effective as possible. Personalized advertising content allows you to get the desired response. Personalization implies building communication with the consumer on a completely new level. At the same time, absolutely all factors are provided without exception: gender and age characteristics, the range of interests of the audience, its needs, etc.And it is also artificial intelligence that makes it possible to implement such an approach, since any advertising message contains a number of elements that can be personalized. In addition, advertising can be adapted taking into account the broadcast area, the technical capabilities of the carrier, the time of day and other similar factors. Systems based on artificial intelligence are able to analyze all conditions and guarantee a high level of personalization, for this reason they are becoming a more popular marketing tool. Interaction with customers through all channels in real time. Artificial intelligence makes it possible to interact with customers through absolutely all channels in real time. Interaction with customers is very important, since failure and success are separated in this case, then how much the brand is able to adjust its own tactics depending on the response of customers. For companies that want and can hear their own consumers, artificial intelligence plays an essential role and is considered a storehouse of information about the client. Development of content strategies. No matter how creative the authors are, they often feel that creating content strategies takes quite a lot of effort and time. Artificial intelligence tools can significantly speed up the development of strategies based on real data. And taking into account the fact that the volume of content is enormous, and time is limited, artificial intelligence is of the main importance for marketing specialists. The ability to manage an advertising campaign online. Over time, numerous advertisers discover various kinds of shortcomings or gaps in their own ads, which should be corrected in order to achieve the best result. The use of artificial intelligence will make it possible to adjust them during the advertising campaign, moreover, imperceptibly for buyers. Customer retention and increased loyalty. Marketers are faced with the possibility of creating value for customers - controlling loyalty and retaining customers with the help of artificial intelligence. This is especially true for retail companies and manufacturers whose platforms are based on direct interaction with customers. By combining data from several sources, companies will be able to get an idea of how to return customers and how to retain them. Today, artificial intelligence technologies are rapidly developing, new opportunities are emerging and the list of system capabilities is expanding. Based on this, the research and implementation of artificial intelligence becomes the main task within the framework of the implementation of the marketing strategy. In order for marketing to be effective, marketers, thanks to artificial intelligence, study the impact of various factors on the results of the campaign. For this reason, it is already obvious that the future in marketing belongs entirely to artificial intelligence.