Green, Blue and Digital Economy Journal

IMPLEMENTATION OF ARTIFICIAL INTELLIGENCE IN MARKETING STRATEGY OF FINANCIAL SERVICES

Lev Kloba, Victor Kloba — Fri, 30 May 2025 00:00:00 +0000

The purpose of the article is to study the opportunities, advantages, and challenges of implementing artificial intelligence technologies in financial services marketing strategies, analyze practical areas of their use, and justify the feasibility of implementing AI as a tool for increasing the efficiency of interaction with customers, personalizing services, and strengthening the competitive positions of financial institutions in the digital era. The methodology is based on providing a comprehensive study of the problem, taking into account both theoretical foundations and applied aspects of implementing AI in the marketing activities of financial institutions. The study’s findings confirm that the use of AI in financial institutions’ marketing strategies has a positive impact on the effectiveness of service promotion, customer satisfaction, and company competitiveness. It was found that the most successful organizations are those that combine the technical excellence of AI with a focus on consumer needs. At the same time, the study proved to be necessary for further improvement of the regulatory environment, increased transparency of algorithms and development of ethical standards for the use of AI. AI tools used in the marketing strategy of financial services are considered, which are successfully used for the development of the financial sector. It is also advisable to implement mechanisms for auditing and quality control of the operation of the AI system. Significance / Originality. The research is a systematic approach to studying the role of artificial intelligence in the transformation of marketing strategies of financial institutions in the digital economy. The paper proposes the main applications of artificial intelligence in the marketing of financial services and the use of artificial intelligence in the marketing strategies of financial services. Along with this, this study shows the prospects for using the advantages and challenges associated with the implementation of artificial intelligence technologies in the field of financial services. The practical significance of the study lies in the possibility of using the findings of the study in developing strategies for the digital development of banking institutions, improving communications with customers, and increasing the level of personalization of financial services. Thus, the article contributes to a deeper understanding of the potential of AI in financial marketing, providing an analytical basis for making informed management decisions.

INTELLIGENT TECHNOLOGIES IN BUSINESS: THE IMPACT OF ARTIFICIAL INTELLIGENCE ON SUSTAINABLE DEVELOPMENT

Ruslana Lisova — Fri, 30 May 2025 00:00:00 +0000

The purpose of the paper is to evaluate the impact of artificial intelligence (AI) adoption on enterprise-level sustainability in the context of digital transformation. The study aims to determine how different levels of AI implementation and business process automation influence key sustainability indicators – namely, energy efficiency, CO₂ reduction, and cost savings. Metodology. The research is based on a synthetic dataset generated through a simulation approach using probabilistic distributions and literature-based assumptions. The dataset includes 250 observations and four independent variables: level of AI adoption, investment in AI, automation level, and degree of policy support. The dependent variable is an integrated sustainability index composed of three sub-indicators. Regression modeling was conducted using the Random Forest algorithm to detect both linear and nonlinear relationships, identify key drivers, and ensure model robustness. Model accuracy was evaluated through R², RMSE, MAE, and MAPE metrics. Results. The model demonstrated a high level of predictive performance (R² = 0.78), confirming its validity. The most influential factors were the actual use of AI technologies and business process automation. Investment in AI without concrete implementation and state policy support had a lower impact on sustainability outcomes. The feature importance analysis confirmed that energy efficiency, cost savings, and CO₂ reduction are directly correlated with digital implementation rather than with formal spending or subsidies. Practical implications. The findings can support enterprise-level strategic planning by highlighting the need for actionable AI integration instead of declarative investment. For policymakers, the study indicates that future support mechanisms should focus on incentivizing outcomes rather than inputs. The proposed model may also serve as a tool for evaluating the effectiveness of national digital and environmental policies. Value / Originality. The study provides a novel combination of simulation-based data generation and ensemble modeling to explore the relationship between AI and sustainable development. It offers a transferable methodology for countries with limited access to real enterprise data and contributes to a deeper understanding of digital sustainability transitions in emerging economies.

ADMINISTRATIVE MANAGEMENT AS A MECHANISM FOR RISK MANAGEMENT OF ENTERPRISES' GREEN TRANSITION AND BRAND DEVELOPMENT IN THE CONTEXT OF CIRCULAR ECONOMY

Larysa Tiesheva, Olena Fridman, Marko Zelenskyi — Fri, 30 May 2025 00:00:00 +0000

The article explores the theoretical and applied aspects of administrative management as a mechanism for managing the risks associated with the green transition of enterprises and as a tool for brand development within the framework of the circular economy. The study is grounded in the growing relevance of sustainability, environmental responsibility, and the strategic importance of aligning business operations with the principles of ecological modernization and corporate transparency. The subject of the research is the system of administrative management in enterprises undergoing ecological transformation, with a focus on how it ensures operational stability, risk mitigation, and stakeholder engagement during the shift to circular and green economic models. The scientific novelty lies in the complex vision of administrative management not only as an internal coordination system but as a strategic interface that connects regulatory compliance, environmental innovation, and brand positioning. The research emphasizes that administrative management is becoming a critical function in the formation of ESG-oriented strategies and in maintaining the competitiveness of enterprises in conditions of ecological, financial, and reputational turbulence. The methodology of the study is based on a combination of theoretical and empirical methods, including systemic analysis, comparative analysis of international and national practices, content analysis of regulatory documents, strategic planning models, and case studies of Ukrainian and international companies. The research also draws on secondary data from ESG reports, environmental performance indicators, and sustainability benchmarking tools. The aim of the research is to identify the conceptual foundations and practical approaches to the use of administrative management as a tool for managing the risks of green transition and a strategic resource for brand development. The results of the study show that administrative structures play a key role in building transparent corporate communication, adapting internal policies to EU regulations (e.g., CSRD), and ensuring alignment between operational decisions and sustainability goals. The conclusion highlights the practical importance of embedding administrative management in the center of green transformation processes. It is responsible for internal policy formation, regulatory adaptation, ecological reporting, and coordination of cross-functional initiatives that affect the enterprise’s long-term value. The paper also proposes that effective administrative management enables companies not only to reduce the risks of green transition but also to enhance their brand through trust-based, sustainability-driven reputation. Further research perspectives include the development of industry-specific models of administrative management in the context of circular economy and the digitalization of ESG risk management systems.