CURRENT STATE AND PROSPECTS FOR THE USE OF ARTIFICIAL INTELLIGENCE TECHNOLOGIES IN INTERNET ADVERTISING

EKONOMIKA I UPRAVLENIE PROBLEMY RESHENIYA 2026

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Authors: Ekaterina V. Chernikova
DOI: 10.36871/ek.up.p.r.2026.01.08.016
Cited by: 0

Abstract

The article examines the current state and prospects of using artificial intelligence technologies in internet advertising in the context of economic digitalization. The stages of AI evolution are considered, including automation, data-driven optimization, generative models, and personalization of advertising communications. Key advantages, limitations, and future directions of AI are analyzed, including hyper-personalization, predictive analytics, and omnichannel strategies, with practical significance for marketers and researchers of digital advertising.

Fields of Study & Subjects

Digital Marketing and Social Media Marketing and Advertising Strategies AI in Service Interactions

Publication details

Journal / source
EKONOMIKA I UPRAVLENIE PROBLEMY RESHENIYA
Volume
1/8
Issue
166
Pages
160–166
Publication date
1 January 2026
Language
EN