Use of unconventional neural networks in marketing and entrepreneurial activities

Vasylchenko Kyrylo
PHD in Economy, lecturer of the Department of Economic Cybernetics and Information Technologies, Odesa National Economic University, Odesa, E-mail: abm.kgvas@gmail.com, ORCID ID: https://orcid.org/0000-0002-5377-7855

Cite this article:

Vasylchenko K. (2023) Use of unconventional neural networks in marketing and entrepreneurial activities. Ed.: V.V. Kovalenko (ed.-in-ch.) and others [Vykorystannia nestandartnykh neiromerezh u marketynhovii ta pidpryiemnytskii diialnosti; za red.: V.V. Kovalenko (gol. red.)], Scientific Bulletin of the Odesa National Economic University (ISSN 2313-4569), Odesa National Economics University, Odesa, No. 10 (311), pp. 67-71.

Abstract

The use of artificial intelligence in marketing strategies of companies is becoming increasingly widespread and effective. This is due to the growing number of users of messengers and social networks, which are becoming channels of interaction between customers and online stores. Of all the revolutionary technologies, artificial intelligence is the latest technological disruptor of old approaches to routine work and has enormous potential to transform marketing activities. E-commerce companies can use neural networks to provide automated 24/7 customer service and fulfill orders, reducing personnel costs. Therefore, the main issue addressed in this article is the investigation of the impact of artificial intelligence on the development of marketing information systems in terms of optimizing customer interaction and improving the effectiveness of advertising campaigns. Artificial intelligence can be used in marketing to optimize sales, analyze data, manage content, and set up effective targeted advertising. For example, an artificial intelligence system can analyze customer behavior and offer them personalized offers, increasing the likelihood of a purchase. Artificial intelligence enables improving the work of analysts, processing large volumes of data faster and more accurately. The application of artificial intelligence in marketing can increase the efficiency of marketers' work, reduce the risk of errors, and enhance the customer experience. There are many other examples of using artificial intelligence in marketing, which can be found in the suggested article dedicated to this topic. The provided material may be of interest to those who want to gain a more detailed understanding of the use of unconventional neural networks in marketing and entrepreneurial activities.

Keywords

AnyLogic, artificial intelligence, economic modelling, Project Bonsai, agent-based modelling.

JEL classification: M310, M390, C880; DOI: 10.32680/2409-9260-2023-10-311-67-71

UD classification: 339.13

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