Digital transformation of the organization's marketing activities
Keywords:
digital technologies, generative artificial intelligence, social and economic processesAbstract
The rapid and dynamic development of digital technologies has made the continuous transformation of socio-economic processes an integral component of the formation of the knowledge economy. Deep transformation affects all areas of human activity, including marketing. Marketing activities are being influenced by digital technologies in different directions. On the one hand, the use of digital technologies, in particular generative artificial intelligence, increases its effectiveness by creating new ways of communicating with consumers. On the other hand, the use of artificial intelligence leads to a transformation of the very structure of marketing activities in an organization, to a rethinking of functional roles and a transformation of their content. If we consider that such metamorphoses occur continuously, then there is a conscious need to review many of the strategic foundations of the functioning and development of both the organization itself and its marketing team.
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