THE IMPACT OF ARTIFICIAL INTELLIGENCE ON MARKETING STRATEGIES OF TRANSNATIONAL COMPANIES IN INTERNATIONAL BUSINESS

Abstract

The article examines the impact of artificial intelligence technologies on the transformation of marketing strategies of transnational companies in international business. The relevance of the study stems from the rapid expansion of the global artificial intelligence market and the fact that marketing and sales have consistently remained among the business functions with the highest intensity of AI adoption worldwide. For transnational companies, which coordinate marketing activities across dozens of national markets with different languages, consumer cultures and regulatory regimes, artificial intelligence directly affects the classical dilemma of international marketing between standardisation and adaptation: the technology promises to deliver globally consistent brand communication that is simultaneously tailored to local audiences at a scale and speed unattainable for traditional marketing organisations. The article discusses the main directions in which artificial intelligence penetrates the international marketing activity of transnational companies, including hyper-personalisation of customer experience based on machine learning, generative production of advertising and communication content, restructuring of organisational models of marketing departments, and localisation of global campaigns for national markets. Particular attention is paid to the experience of leading transnational corporations in the consumer goods, digital services and e-commerce sectors, as well as to the organisational conditions under which investments in artificial intelligence translate into measurable economic outcomes. The study also addresses the risks accompanying the diffusion of the technology, including changes in consumer attitudes towards AI-generated advertising, reputational threats, and the new regulatory environment created by the European Union Artificial Intelligence Act for companies operating in the European market. The consequences of the uneven global distribution of AI infrastructure, investment and competencies for the competitive positions of companies from developed and developing economies in international markets are considered as a separate dimension of the problem within the field of international economic relations.