Automotive business marketing with the use of artificial intelligence technologies for service personalization

Анотація

In todayʼs fast-paced world, where innovation and technology drive development, the automotive industry faces new challenges associated with high competition and ever-increasing customer expectations. The purpose of the article is to analyze strategic approaches to the use of artificial intelligence (AI) in automotive marketing to personalize services and increase the competitiveness of enterprises. Methods. The study is based on theoretical generalization and systematic analysis of the concepts of personalization, marketing flexibility and AI. The theoretical generalization method was used to systematize and structure existing knowledge and scientific publications related to the impact of AI on marketing. It allowed us to outline the current state of the problem and identify the main trends. The analysis method was employed to identify the key advantages and challenges associated with implementing AI. Based on the empirical method, an analysis of practical cases from global and Ukrainian companies was conducted, illustrating the application of AI technologies. The synthesis method was used to formulate conclusions and predict the future development of the industry. Results. It was determined that, under market conditions, AI becomes not just an auxiliary tool but a fundamental driver of the transition to personalized marketing. The use of AI enables companies not only to respond quickly to changes but also to predict them, creating personalized offers that meet the unique needs of each client. However, for the widespread implementation of AI, it is necessary to address significant challenges associated with data storage and use, as well as confidentiality, and the need for substantial financial investments. The analysis reveals that AI is a key driver of the transition to personalized marketing, enabling companies to accurately predict customer needs and create tailored offers. The experience of leading global manufacturers confirms it: BMW utilizes AI for autonomous driving, Toyota for optimizing lead generation, and Tesla integrates it into its ecosystem to increase efficiency. These examples demonstrate that AI is becoming an integral part of a successful strategy in the automotive industry, despite the numerous challenges it presents. Conclusions. It has been established that the combination of AI and marketing flexibility is a prerequisite for sustainable growth in the modern automotive industry. The analysis demonstrates how AI enables businesses to establish strong, trusting relationships with customers and achieve long-term market success. Areas of further research include the development of methodologies for analyzing the cost-effectiveness of AI implementation and studying its impact on customer loyalty.