MECHANISMS FOR MAKING MARKETING DECISIONS BASED ON ARTIFICIAL INTELLIGENCE

Authors

  • Kamilov Dilshod Tuychi ugli Sambhram University Head of the Department of Business Administration, Doctor of Economic Sciences, Associate Professor

Keywords:

artificial intelligence, marketing management, data-driven decisions, Big Data, consumer behavior, forecasting, CRM, marketing analytics, digital economy.

Abstract

this article analyzes the theoretical and practical aspects of marketing decision-making mechanisms based on artificial intelligence (AI) technologies. The role of artificial intelligence in the processes of data-based marketing management, forecasting consumer behavior, segmentation, development of personalized proposals, and evaluation of marketing effectiveness in the digital economy is highlighted. As a result of the study, an integrated model aimed at optimizing marketing decisions was proposed.

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References

Russell, S., & Norvig, P. (2021). Artificial intelligence: A modern approach (4th ed.). Pearson.

Davenport, T. H., & Ronanki, R. (2018). Artificial intelligence for the real world. Harvard Business Review, 96(1), 108–116.

Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.

Kumar, V., Dixit, A., Javalgi, R. G., & Dass, M. (2016). Research framework, strategies, and applications of intelligent agent technologies (IATs) in marketing. Journal of the Academy of Marketing Science, 44(1), 24–45. https://doi.org/10.1007/s11747-015-0426-9

Brynjolfsson, E., & McAfee, A. (2014). The second machine age: Work, progress, and prosperity in a time of brilliant technologies. W. W. Norton & Company.

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Published

2026-02-28

How to Cite

Kamilov Dilshod Tuychi ugli. (2026). MECHANISMS FOR MAKING MARKETING DECISIONS BASED ON ARTIFICIAL INTELLIGENCE. Journal of Applied Science and Social Science, 16(02), 1590–1593. Retrieved from https://www.internationaljournal.co.in/index.php/jasass/article/view/3559

Issue

Vol. 16 No. 02 (2026): Volume 16 Issue 02

Section

Articles

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