Integration of Artificial Intelligence-Based Marketing Technologies into the Strategic Management System of a Company

At the current stage of digital transformation, the strategic role of marketing in the management of trading companies is significantly increasing. The integration of artificial intelligence (AI)-based technologies — such as AI agents, synthetic respondents, AI-powered CRM systems, and predictive analytics — is transforming not only the functions but also the very nature of marketing management. In conditions of a highly turbulent external environment and sanctions-related constraints, the use of AI-based tools enables companies to develop flexible and adaptive strategies, make decisions in real time, and build personalized customer interactions. The aim of this study is to analyze the transformation of marketing management under the influence of AI technologies and to identify their contribution to the resilience of trading companies. The article examines the theoretical aspects of marketing management, the classification of its tools, as well as the risks and barriers associated with the application of artificial intelligence. The result of the research is the development of an authorial model for integrating AI-based marketing into the strategic management system of a trading company, as well as a classification of tools taking into account their strategic role and practical applications. The findings of the study may be useful for managers of trading companies, specialists in strategic development and digital transformation, as well as researchers in the field of management seeking to enhance business resilience and adaptability in conditions of external turbulence.

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