Forecasting marketing trends using artificial intelligence: methodology and practical application

in modern conditions of digital transformation of the economy and the rapid development of artificial intelligence technologies, the problem of forecasting marketing trends is becoming particularly relevant. Marketing trends are key indicators of changes in consumer preferences, target audience behavior, and market conditions, which makes forecasting them critically important for making managerial decisions in the field of marketing. The purpose of the research is to develop a comprehensive methodology for predicting marketing trends using artificial intelligence technologies and to demonstrate the practical application of this methodology in modern marketing research. Based on the results of a comparative analysis of the advantages and risks of implementing AI in predicting marketing trends, it is possible to develop a predictive model. The proposed methodology for developing a predictive model consists of a preparatory stage, a stage of development, testing and implementation. Thus, the prospects for the development of the proposed methodology are to analyze trends in the development of modern technologies in the main areas of forecasting technology development, as well as integration with big data technologies such as processing large amounts of data, analyzing unstructured information and using distributed computing. The conducted research confirms that the introduction of forecasting systems based on artificial intelligence is an evolutionary step in the development of marketing analytics, allowing companies to gain competitive advantages through a more accurate understanding of market trends and consumer behavior.

marketing, forecasting, artificial intelligence, forecasting methodology, data collection, machine learning