The trends and practical applications of artificial intelligence tools in advertising communication in Central Asian countries and in Russia

this article examines the use of artificial intelligence (AI) tools in marketing and advertising in Central Asia and Russia. It analyzes global trends and the prospects for the development of these technologies, as well as recent research conducted by companies such as McKinsey & Company, Market Research Future, and RAND Corporation. The article focuses on the main areas where AI is most commonly and effectively used in advertising. It also discusses the features, innovations, and scale of neural network applications in the advertising market of Central Asian countries and Russia. To do so, analytical and synthetic information processing was used. Furthermore, the article examines how the growth of AI use in the advertising industry in Russia influences the development of this sector in Central Asian states. In addition, the advantages and disadvantages of using artificial intelligence as a marketing and advertising tool were analyzed. A comparative analysis was conducted using the example of advertising campaigns in Kazakhstan and Russia, based on the methodology described in Charles Reagin's work, «The Comparative Method.» The functional role of artificial intelligence in the development of creative advertising campaigns was chosen as the main parameter for comparison. Based on this research, recommendations for the use and implementation of artificial intelligence in the field of advertising can be further developed.

artificial intelligence, social structure studies, advertising market, marketing, comparative analysis, advertising communications, production