Cybersecurity Role in AI-Powered Digital Marketing

Buhas, V. та Ponomarenko, I. та Buhas, N. та Hulak, Hennadii (2024) Cybersecurity Role in AI-Powered Digital Marketing Digital Economy Concepts and Technologies Workshop 2024, 3665. с. 1-11. ISSN 1613-0073

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Анотація

Digitalization of human activity leads to a change in the types of economic activity and everyday behavior patterns of most consumers in the world. The development of innovative information technologies leads to the introduction to the market of qualitatively new products that are integrated into the Internet and are in high demand among modern users. The presence of a highly competitive environment encourages companies to identify ways of optimal development with the involvement of advanced approaches that will ensure high positions in the functioning market and form an economically justified demand for brand products from users. Achieving the presented tasks involves the use of modern marketing strategies in the digital environment. Thanks to the optimization of various digital marketing tools, it is possible to ensure long-term communications with the target audience and achieve a high level of loyalty among different groups of users. The use of modern web analytics tools allows generating information about various phenomena on the company’s web resources. The development of server technologies makes it possible to accumulate large sets of heterogeneous data and process them thanks to the use of machine learning algorithms. The evolution of data processing methods, thanks to the use of various mathematical methods and models, has led to the widespread use of artificial intelligence in modern conditions. The effectiveness of artificial intelligence is explained by the ability to learn from large amounts of information and adapt the results of modeling to the changing influence of internal and external environmental factors. The above advantages led to the integration of artificial intelligence algorithms in digital marketing, which made it possible to ensure a qualitatively new level of digital tools implementation in the process of interaction with the target audience. Digital marketing communications led to the accumulation of various information about the company’s activities and personal data of users, which involves the construction of a secure data storage system against the criminal actions of third parties. The approaches implemented in modern cybersecurity systems make it possible to reliably protect the information of all participants involved in marketing processes in the digital environment. The combination of digital marketing tools, artificial intelligence algorithms, and modern cybersecurity technologies allows to achieve a multiplicative effect in increasing the economic results of companies’ activities.

Тип елементу :	Стаття
Ключові слова:	Artificial intelligence; communications; cybersecurity; data; digital marketing; optimization; target audience
Типологія:	Статті у базах даних > Scopus
Підрозділи:	Факультет інформаційних технологій та математики > Кафедра інформаційної та кібернетичної безпеки ім. професора Володимира Бурячка
Користувач, що депонує:	Павло Миколайович Складанний
Дата внесення:	08 Трав 2024 07:51
Останні зміни:	08 Трав 2024 07:51
URI:	https://elibrary.kubg.edu.ua/id/eprint/48769

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