INNOVATIONS IN INTERNATIONAL MARKETING STRATEGIES: ARTIFICIAL INTELLIGENCE AND AUTOMATION

Grigiryants Igor, Tarasova Tatiana Mihailovna, Koryagina Inga

The purpose of the study is to analyze the transformational impact of artificial intelligence and automation on international marketing strategies in the digital economy. The results of the study indicate the formation of a new paradigm of international marketing, characterized by the transition to hyperpersonalization, predictive analytics and automated cross-cultural communications. The author concludes that modern artificial intelligence technologies are fundamentally changing the competitive landscape of international marketing, creating new opportunities for value creation and requiring a revision of traditional business models. The scientific novelty of the research consists in a comprehensive consideration of artificial intelligence and automation as systemic factors that transform not only the toolkit, but also the strategic foundations of international marketing. Unlike existing work, which often focuses on the technical aspects of implementation, the present study offers an integrated approach linking technological capabilities with competitive advantages in global markets. The main result of the novelty is the development of a multi-level M-CARDS scheme, which is a structured methodology for the step-by-step transformation of international marketing under the influence of artificial intelligence technologies. The practical significance of the study is determined by the possibility of applying the proposed scheme to increase the effectiveness of marketing operations in global markets.

Keywords:international marketing, artificial intelligence, automation, digital transformation, marketing, marketing strategy