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