Proceeding of the Faculty of technical Sciences, Novi Sad

Industrial Engineering and Management

Vol. 41 No. 01 (2026): Proceedings of the Faculty of Technical Sciences

THE APPLICATION OF ARTIFICIAL INTELLIGENCE IN THE AUTOMATION AND OPTIMIZATION OF THE MARKETING PROCESS

  • Ivana Damjanović
DOI:
https://doi.org/10.24867/33GI03Damjanovic
Submitted
January 8, 2026
Published
2026-03-09

Abstract

This paper analyzes how modern artificial intelligence (AI) technologies can enhance marketing activities by automating and optimizing various processes. The focus is on campaign personalization, improved market segmentation, and more efficient resource use through big data analysis and user behavior prediction. The paper also includes case studies that highlight practical applications and the impact of AI in modern marketing.

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