Artificial Intelligence in the System of Marketing Tools for Managing Consumer Behavior

Abstract

The system of marketing tools for managing consumer behavior is investigated as a set of actions, motives, decisions and reactions during the selection, purchase, use and evaluation of goods or services. The purpose of the scientific publication is to study the system of marketing tools for managing consumer behavior as a set of actions, motives, decisions and reactions during the selection, purchase, use and evaluation of goods or services using the computational and cognitive capabilities of AI.

The effectiveness of AI algorithms and technologies in the processes of improving customer interaction and increasing conversions, in the formation of consumer preferences, tracking behavioral patterns and the formation of targeted offers that take into account the individual needs of customers is evaluated. In the process of research, the opportunities and limitations of AI in marketing are identified, what tasks it solves in the process of managing consumer behavior, what challenges, in particular ethical and legal, arise during its implementation. The author's vision of the prospects for the use of AI in marketing is formulated, with an emphasis on advanced technologies that can change the approach to managing consumer behavior (for example, chatbots, recommendation systems, emotion recognition, etc.). It is proved that behavior falls under the influence of a complex of factors influencing solvent buyers: demographic, psychological (beliefs, motivation, attitude), social (group influence, family, culture), economic, external (advertising or product design). The study focuses on legal and ethical tools for managing consumer behavior, which the authors include: segmentation and targeting, the use of emotional approach tools, gamification, neuromarketing and the use of knowledge about the brain and its response to marketing stimuli, interaction with social networks, the use of opinion leaders as influencers of the company, when consumers see the product in the use of other customers whom they consider authors, which helps build trust and arouses interest in products, stimulates expectations and desire to try them. The environment of functioning of inbound online marketing, as well as the training ground for the use of artificial intelligence tools in the system of conversion behavioral inbound online and offline marketing, are separately characterized. The results of recent scientific research on the possibilities of using artificial intelligence in the field of online commerce, namely conversion marketing, the concept of “marketing mix”, targeting advertising activities, the use of web analytics to monitor and improve conversions on the site, are described in detail.

The results of the research are to develop directions for involving AI in the processes of creating and optimizing the Customer Journey Map, enriching the processes of its formation based on the use of the capabilities of processing large amounts of data, automating analytical processes and personalizing data of potential and regular consumers