The impact of macroeconomic factors on marketing strategy in the era of artificial intelligence

Abstract

The article examines the relationship between macroeconomic factors and the formation of marketing strategies in the era of artificial intelligence. The relevance of the topic is due to rapid economic changes, growing competitive pressure and the need to integrate high-tech solutions into marketing processes. The impact of the main components of the macroeconomic environment, in particular the dynamics of the economic cycle, monetary policy, inflationary processes, as well as political and regulatory factors on decision-making regarding pricing, distribution channels and communications is analyzed. It is shown that the instability of the macroeconomic environment requires a rapid restructuring of marketing activities, and the use of artificial intelligence contributes to a more accurate analysis of market trends and the formation of adaptive strategies. Special attention is paid to considering the key features of marketing in the era of artificial intelligence, including personalization and segmentation in real time, integration of online and offline channels, adaptive pricing, as well as ethical use of data. The essential principles of artificial intelligence systems in marketing are highlighted, covering the automation of routine processes, big data analysis, building predictive models, and a human-centric approach. It is emphasized that the effective combination of macroeconomic analysis and artificial intelligence capabilities allows companies to quickly respond to changes in the market situation, minimizing the risks of erroneous strategic decisions. Based on the analysis, practical recommendations are formulated for optimizing marketing strategies, which include taking into account the dynamics of economic development, government regulatory measures, and socio-cultural changes. Approaches to planning and implementing marketing activities are proposed that help increase competitiveness and ensure long-term sustainability of business in the market. The materials of the article may be useful to specialists in the field of marketing, management, economics, as well as researchers studying the influence of macroeconomic factors on the formation of marketing decisions in the context of the development of artificial intelligence