AI-POWERED LOGISTICS AND DIGITAL MARKETING FOR BUSINESS OPTIMISATION

Abstract

The purpose of the work is to determine the characteristics of the use of artificial intelligence in logistics systems and digital marketing strategies of companies. The aim of the study is to determine the impact on companies of the simultaneous use of logistics and digital marketing based on artificial intelligence in the promotion and sale of products on domestic and foreign markets. The methodology used in this study includes a statistical analysis of the dynamics of the logistics market and the artificial intelligence market, as well as specialised software for digital marketing. A comprehensive study of scientific works has made it possible to identify the main trends in the development of artificial intelligence, logistics and digital marketing. The processes of globalisation and digitalisation are encouraging companies to actively adopt innovative technologies in order to secure a highly competitive position in the long term, which is stimulating relevant scientific research. The creation of personalised recommendations based on machine learning algorithms and the reduction of the time taken to deliver products to users, with the involvement of autonomous robotic couriers, make it possible to increase the popularity of the company on the market. AI engagement targets Generation Y, Z and Alpha users who are active consumers of products and interested in innovation in the promotion and delivery of goods and services. Stimulating demand on the internet using digital marketing tools based on artificial intelligence involves identifying highly specialised groups of users, interacting with them based on specific communication patterns and using relevant content. Thanks to AI, modern content can be generated and promptly placed on specialised social media, stimulating user interest in relevant brands. For modern companies, the combination of artificial intelligence, logistics and digital marketing is an important area of activity that relates to long-term strategic tasks and enables the achievement of optimal economic results.