THE EFFECT OF ARTIFICIAL INTELLIGENCE IN THE PURCHASE DECISION-MAKING PROCESS

Abstract

Artificial intelligence has become an integral part of modern management practices. This includes the management of various aspects of marketing activities by market participants, including the management of consumer consciousness and the formation of consumer preferences. However, while there are undoubtedly positive aspects to using this technology, there are also potential negative effects. Attempts to manipulate customers and the practice of creating a false image of a company and its products, which can be achieved through the use of artificial intelligence systems, have the opposite effect and instead of fostering consumer loyalty, they lead to the development of mistrust among consumers, not only towards unscrupulous players, but also towards the practice of market management in general. The purpose of the study was to determine the specifics of consumer perception of market products in the context of the use of artificial intelligence systems in their production and promotion. The authors used a questionnaire survey of consumers, and the average values allowed them to draw conclusions about the views of the consumer community regarding the presence of artificial intelligence in the product offerings of companies.