Аннотация:
The article considers the main problematic issues of application of artificial intelligence
technologies in the practice of mobile marketing in Ukraine. The tendencies of development of the
Internet environment in the world, growth of volumes of the accumulated information, trends of mobile
traffic and their influence on digital transformations of marketing are analyzed. The advantages of
mobile marketing as an effective channel of operative personalized interaction with consumers and a
source of receiving statistical information on the results of marketing activities are revealed. Factors,
preconditions and obstacles of practical application of modern digital analytics tools in mobile
marketing are considered. A marketing study was conducted on consumer attitudes to the use of artificial
intelligence technologies, the level of information about the benefits and risks of these technologies,
understanding the categories of stakeholders for the development and implementation of artificial
intelligence technologies in the practice of mobile marketing in Ukraine were done. The Ukrainian
market of software products and services in the segment of artificial intelligence technologies is
analyzed. Disparities between the level of technological development of society and the level of
consumer confidence in their use are revealed. Stakeholders are invited to pay more attention to the
analysis of informational and ethical issues of application of technological innovations in marketing by
end users, increasing the transparency and controllability of this process.
