THE ROLE OF ARTIFICIAL INTELLIGENCE IN BRAND PROMOTION ON THE INTERNATIONAL MARKET

Tarasova Olga Valerievna, Koryagina Inga, Voronova O. V.

The article explores the transformational role of artificial intelligence technologies in brand promotion strategies in the international arena. The relevance of the work is due to the transition from standardized global marketing campaigns to a hyperpersonalized, adaptive, and data-driven approach to interacting with consumers in different countries. The purpose of the article is to analyze and systematize the main areas of application of artificial intelligence in international branding, as well as to develop a conceptual model of its integrated use to build global loyalty. The scientific novelty lies in the proposal of the author's model "The cycle of global loyalty, controlled by artificial intelligence", which describes a closed process of interaction with consumers in the foreign market, from analysis to personalized communication. The proposed model demonstrates that maximum efficiency is achieved by integrating AI into the end-to-end customer relationship management process, from data collection to feedback analysis. The results show that artificial intelligence is not just an optimization tool, but a strategic asset that allows brands to overcome cultural and linguistic barriers, predict trends and build long-term relationships with an international audience. The author concludes that the introduction of artificial intelligence is becoming a critical factor of competitiveness in the global market. At the same time, the successful implementation of AI-based strategies requires companies not only to invest in technology, but also to overcome organizational and cultural barriers, as well as address issues related to ethics and personal data protection in different jurisdictions.

Keywords:artificial intelligence, international marketing, brand promotion, big data, global loyalty.