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Marketing Planning Using Artificial Intelligence: Opportunities for Effectiveness

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  • Gergana Todorova

    (University of National and World Economy, Sofia, Bulgaria)

Abstract

Artificial intelligence is increasingly transforming all spheres of modern life, including marketing processes. AI supports decision-making and cost optimization by providing tools for analysing and summarising diverse data from internal and external systems, platforms and applications. This paper is an overview of the main applications of intelligent systems in marketing planning and the management of marketing activities in a digital environment. Examples of automated data analysis, result forecasting, identification of consumer behaviour patterns are provided. Artificial intelligence enables the quick detection of inefficient marketing activities, reduces errors and facilitates the automatic allocation of resources. AI can be used as a powerful tool for enhancing the efficiency of marketing planning and improving the return on investment.

Suggested Citation

  • Gergana Todorova, 2025. "Marketing Planning Using Artificial Intelligence: Opportunities for Effectiveness," Innovative Information Technologies for Economy Digitalization (IITED), University of National and World Economy, Sofia, Bulgaria, issue 1, pages 229-235, October.
    • Handle: RePEc:nwe:iitfed:y:2024:i:1:p:229-235
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