# 2 16-22 View full article

УДК 339.138:004.738.5:004.89

DOI: https://doi.org/10.36887/2415-8453-2026-2-2

Kholodnyi Gennadii,
PhD in Economics, Associate Professor, Professor of the Department of Marketing,
Simon Kuznets Kharkiv National University of Economics,
https://orcid.org/0000-0002-8521-6972
Syropulo Marharyta,
higher education student of the OPP "Marketing", Educational and Scientific Institute of Management and Marketing,
Simon Kuznets Kharkiv National University of Economics

JEL classification: M31, O33, L81

The article substantiates the essence and components of Internet marketing. It has been proven that the basis for achieving business goals aimed at attracting and retaining customers, increasing sales, and improving the company’s image is a comprehensive Internet marketing strategy that integrates and uses the necessary tools and types of Internet marketing. Each element of Internet marketing should work in conjunction with others, creating a single ecosystem for brand promotion on the Internet. It has been proven that the concept of “artificial intelligence” encompasses technologies for intelligent computer systems capable of solving complex tasks, whose characteristics can be compared with those of human thinking. Such systems carry out training, analysis, reasoning, decision-making, and adaptation to environmental conditions, demonstrating autonomy in their actions. Innovative artificial intelligence technologies today drive the development of socio-economic systems, gradually moving from experimental models to important tools for the strategic management of marketing activities, and are actively used to automate marketing processes. The features of using innovative artificial intelligence technologies in comprehensive Internet marketing are studied, the main ones being the analysis of large volumes of data, increased forecasting accuracy, and improved user experience. The main areas of application of artificial intelligence technologies in complex Internet marketing of enterprises are considered, in particular, automation of marketing processes and personalization of communications with consumers, creation and optimization of advertising campaigns, management of customer relationships, creation of voice assistants and analysis of text data based on voice analysis and natural language processing algorithms, monitoring of customer feedback and management of brand reputation in social networks, improvement of search engine optimization (SEO) and intelligent data analysis. It has been proven that the most effective tools of innovative artificial intelligence technologies used in Internet marketing and will become increasingly relevant in the near future are: tools for automating data collection, processing and analysis (including large amounts of information); automation of communication with customers through digital channels and the introduction of intelligent customer service; intelligent web design to optimize the user experience; linguistic tools for working with unstructured arrays of personalized data, content personalization based on in-depth study of user behavior, monitoring of social networks and the mood of the target audience.

Keywords: artificial intelligence, internet marketing, digital marketing, comprehensive internet marketing, personalization, innovative technologies.

Rеferences

  1. Evans, J.R., Berman, B. (2009). Marketing: Marketing in the 21st Century. Atomic Dog Pub Inc. Mason.
  2. Hellihen, B., Shakh, Dkh. (2020). Vkhidnyj marketynh. [Inbound marketing]. Vyd-vo Fabula. Kharkiv.
  3. Kingsnorth, S. (2016). Digital Marketing Strategy: An Integrated Approach to Online Marketing. Kogan Page. London.
  4. Kisiołek, A., Karyy, O., Нalkiv, L. (2021). «he utilization of Internet marketing communication tools by higher education institutions (on the example of Poland and Ukraine)». International Journal of Educational Management. No. 35(4). рр. 754–767. DOI: https://doi.org/10.1108/IJEM-07-2020-0345.
  5. Kotler, F., Kartadzhajia, Kh., Set’iavan, Y. (2019). Marketynh 4.0. Vid tradytsijnoho do tsyfrovoho. [From traditional to digital]. Vydavnycha hrupa «KM-Buks». Kyiv.
  6. Peter, M.K., Dalla Vecchia, M. (2021). «The digital marketing toolkit: A literature review for the identification of digital marketing channels and platforms. New Trends in Business Information Systems and Technology». Studies in Systems, Decision and Control. Vol. 294. DOI: https://doi.org/10.1007/978-3-030-48332-6_17.
  7. Foster, B., Johansyah, M.D. (2020). «Effect of the use of internet marketing and e-WOM on brand awareness. Efecto del uso de internet marketing y e-WOM en el conocimiento de la marca. No. 36(91). рр. 158–175.
  8. Hartman, K. (2020). Digital Marketing Analytics: In Theory And In Practice Publisher: Ostmen Bennettsbridge. Services Publication.
  9. Chaffey, D., Ellis-Chadwick, F. (2019). Digital Marketing: Strategy, Implementation and Practice. Pearson Education Limited. Harlow.
  10. Vdovichena, O.H., Hoj, V.V., Khariv, V.V. (2023). «Internet marketing as a means of brand promotion». Ekonomika ta suspil’stvo. № 53. Available at: https://economyandsociety.in.ua/index. php/journal/article/view/2670/2586.
  11. Hnot, T.V. (2020). «Conceptual approaches to modeling the strategy of Internet marketing». Skhidna Yevropa: ekonomika, biznes ta upravlinnia. Issue 3. рр. 152-158. DOI: https://doi.org/10.32782/easterneurope.26-25.
  12. Kurylo, L.I. Kozchenko, Ya.V. (2021). «The role and main directions of Internet marketing development.». Mizhnarodnyj naukovyj zhurnal “Internauka”. Seriia: Ekonomichni nauky. № 4. рр. 1-19. DOI: https://doi.org/10.25313/2520-2294-2021-4-7111.
  13. Turchyn, L., Ostroverkhov, V. (2019). «Modern trends in Internet marketing». Rehional’ni aspekty rozvytku produktyvnykh syl Ukrainy. Issue 24. рр. 75–85. Available at: http://dspace.tneu.edu.ua/handle/316497/38298.
  14. Pleskach, V.L. (2004). Tekhnolohii elektronnoho biznesu. [Electronic business technologies]. KNEU. Kyiv.
  15. Ptaschenko, O.V., Krysovatyj, I.A., Fedorovych, I.M. (2026). «Integrated Internet marketing as a tool for brand formation and development of marketing communications in the agricultural trade sector.». Aktual’ni pytannia ekonomichnykh nauk. № 20. DOI: https://doi.org/10.5281/zenodo.18861250.
  16. Rodionov, S.O. (2022). «Internet marketing in Ukraine: modern trends and tools». Zhurnal stratehichnykh ekonomichnykh doslidzhen’. № 3(8). рр. 110-118. DOI: https://doi.org/10.30857/2786-5398.2022.3.11.
  17. Khrapkina, V., Briushko, N. (2022). «Modern trends in internet marketing». Ekonomika ta suspil’stvo. 2022. № 38. DOI: https://doi.org/10.32782/2524-0072/2022-38-64.
  18. Kompaniia Statista. [Statista company]. Available at: https://www.statista.com/.
  19. Davenport, T.H., Ronanki, R. (2018). «Artificial intelligence for the real world». Harvard Business Review. Vol. 96. № 1. рр. 108–116.
  20. Huang, M.H., Rust, R.T. (2018). «Artificial intelligence in service». Journal of Service Research. Vol. 21. № 2. рр. 155–172.
  21. Russell, S.J., Norvig, P. (2020). Artificial intelligence: A modern approach. Pearson. Available at: https://aima.cs.berkeley.edu/translations.html.
  22. Baranov, O.A. (2023). «Definition of the term “artificial intelligence”». Informatsiia i pravo. № 1(44). рр. 32–49. DOI: https://doi.org/10.37750/2616-6798.2023.1(44).
  23. Buchyns’ka, A.J. (2025). «Regulatory regulation of artificial intelligence in the European Union: stages, challenges, prospects». Analitychno-porivnial’ne pravoznavstvo. Vol. 3. № 3. DOI: https://doi.org/10.24144/2788-6018.2025.03.3.40.
  24. Voronkova, V.H., Nikitenko, V.O. (2022). Filosofiia tsyfrovoi liudyny i tsyfrovoho suspil’stva: teoriia i praktyka. [Philosophy of the digital person and digital society: theory and practice]. Torun’: LihaPres. L’viv.
  25. Karpenko, V.L., Shysh, A.M. (2024). «Digital technologies and artificial intelligence in modern marketing in Ukraine: challenges and prospects». Aktual’ni pytannia ekonomichnykh nauk. № 2. DOI: https://doi.org/10.5281/zenodo.13610743.
  26. Lihanenko, I., Bodenchuk, P., Moskaliuk, V. (2024). «Artificial intelligence in digital marketing». Transformatsijna ekonomika. № 2 (07). рр. 33-38. DOI: https://doi.org/10.32782/2786-8141/2024-7-6.
  27. Muzychenko, T.O., Skorba, O.A., Shevchuk, A.A. (2023). «Artificial intelligence as a means of optimizing business processes in e-commerce». Akademichni vizii. № 25. DOI: https://doi.org/10.5281/zenodo.10081884.
  28. Pohorelenko, A.K. (2018). «Artificial intelligence: essence, application analysis, development prospects». Naukovyj visnyk Khersons’koho derzhavnoho universytetu. Seriia: Ekonomichni nauky. Issue 32. рр. 22-27. Available at: http://nbuv.gov.ua/UJRN/Nvkhdu_en_2018_32_6.
  29. Tardaskina, T.M. (2024). «Artificial Intelligence in Marketing: Current Trends and Development Prospects». Nauka, tekhnolohii, innovatsii. № 2. рр. 43-49. DOI: http://doi.org/10.35668/2520-6524-2024-2-06.
  30. Montreal AI Ethics Institute. Worldwide AI ethics: A review of 200 guidelines and recommendations for AI governance. Available at: https://montrealethics.ai/worldwide-ai-ethicsa-review-of-200-guidelines-and-recommendations-for-ai-governance/.
  31. Communication from the European Parlament, tne European Council, the Council, the European Economic and Social Committee and the Committee of the Regions on Artificial Intelligence for Europe. COM/2018/237 final. Document 52018DC0237. EuropeanUnion. Available at: https://eur-lex.europa.eu/legal-content/EN/TXT/?uri=COM%3A2 018 %3A237 %3AFIN.
  32. Pro skhvalennia Kontseptsii rozvytku shtuchnoho intelektu v Ukraini: Rozporiadzhennia Kabinetu Ministriv Ukrainy. (2020). [On approval of the Concept of Artificial Intelligence Development in Ukraine: Order of the Cabinet of Ministers of Ukraine]. № 1556-r dated December 2, 2020. Available at: https://www.kmu.gov.ua/npas/pro-shvalennya-koncepciyi-rozvitku-shtuchnogo-intelektu-v-ukrayini-s21220.
  33. Shevchenko, A.I., Baranovs’kyj, S.V., Bilokobyl’s’kyj, O.V. (2023). Stratehiia rozvytku shtuchnoho intelektu v Ukraini. [Strategy for the development of artificial intelligence in Ukraine]. IPShI. Kyiv.
  34. Mizhnarodna konsaltynhova kompaniia PricewaterhouseCoopers (PwC). [International consulting company PricewaterhouseCoopers (PwC)]. Available at: https://www.pwc.com/.
  35. Vseukrains’ka reklamna koalitsiia. Tendentsii 2025 v upravlinni marketynhovymy komunikatsiiamy: rezul’taty doslidzhennia. (2025). [All-Ukrainian Advertising Coalition. Trends 2025 in marketing communications management: research results]. Available at: https://vrk.org.ua/images/Marketing_Directors_Poll_Report_2025_VRK_Factum_Group.pdf.

The article was received 31.05.2026

Quote article, APA style

Kholodnyi G. , Syropulo M. 31.05.2026. Innovative artificial intelligence technologies in integrated internet marketing. Ukrainian Journal of Applied Economics and Technology. 2026. №2. 16-22 pp. https://doi.org/10.36887/2415-8453-2026-2-2

Quote article, MLA style

Kholodnyi G. , Syropulo M. Innovative artificial intelligence technologies in integrated internet marketing. Ukrainian Journal of Applied Economics and Technology. 31.05.2026. https://doi.org/10.36887/2415-8453-2026-2-2