THE IMPACT OF THE NEW TECHNOLOGICAL PARADIGM ON MARKETING: FROM OUTDATED METHODS TO ARTIFICIAL INTELLIGENCE-BASED SOLUTIONS

Author(s): Morozova O.I., Pechenkin P.A.

Rubric: Management

DOI: 10.21777/2587-554X-2025-3-88-97

Release: 2025-3 (54)

Pages: 88-97

Keywords: artificial intelligence, marketing, technology, innovation, BANI world, seventh technological paradigm, trans- formation

Annotation: The article is devoted to the study of the features and prospects of the transformation of marketing activities in the context of the forming of the seventh technological paradigm, the key element of which will be the widespread use of artificial intelligence (AI) and self-learning systems. The article presents a systematic view of the key stages of the development of marketing technologies, and examines the impact of future innovative developments on the organization of business processes and the forming of comprehensive marketing strategies. Special attention is paid to the factors that contribute to the development of effective AI-based tools and methods that can increase the competitiveness of enterprises in rapidly changing market conditions. The main drivers of growth and areas of improvement in marketing activities that are necessary for the successful adoption of new technologies are highlighted in the article. The study was based on the methods of abstract-logical and system analysis, modeling, and comparison, as well as the problem-targeted and structural-functional approaches to studying the issues of improving the effectiveness of marketing activities in the context of new technological challenges and pat- terns. The findings will provide an understanding of current trends and strategic directions for the development of marketing in the context of the large-scale technological shift that is expected in the next decade, and will determine the scientific and practical significance of this research.

Bibliography: Morozova O.I., Pechenkin P.A. THE IMPACT OF THE NEW TECHNOLOGICAL PARADIGM ON MARKETING: FROM OUTDATED METHODS TO ARTIFICIAL INTELLIGENCE-BASED SOLUTIONS // Economics and Management. – 2025. – № 3 (54). – С. 88-97. doi: 10.21777/2587-554X-2025-3-88-97