Artificial Intelligence Technologies In The Marketing Practice Of Russian Retail Companies

摘要

The article presents the advantages and potential of introducing artificial intelligence into the business processes of Russian retail companies. The risks associated with the use of artificial intelligence in Russian retail companies have been identified. The analysis of the main directions of artificial intelligence development in terms of personalization, optimization and forecasting, understanding of customer behavior to ensure an effective omnichannel customer experience and improve the quality of interaction is carried out. The practical aspects of the use of artificial intelligence technologies in the marketing practice of retailers, which allows to form personalized offers to the target audience, are investigated. The collected empirical data showed that solutions based on artificial intelligence are guaranteed to help retailers improve economic performance, create non-standard personalized offers, launch more effective advertising campaigns, as well as analyze them better. Russian retail is one of the most promising industries with a high potential for the introduction of artificial intelligence technologies. Analytical data showed that Russian retailers use the capabilities of artificial intelligence to improve the quality of interaction with customers, in solutions in the field of personalized selection of goods, visual search, scanning shelves and creating robots for navigation in hypermarkets, as well as in optimizing warehouse logistics.