RESEARCH ON THE EFFECTIVENESS OF USING SAAS AND OTHER ARTIFICIAL INTELLIGENCE BASED TOOLS IN THE COMPLEX OF INTEGRATED MARKETING COMMUNICATIONS FOR ICT ENTERPRISES

The subject of research is artificial intelligence (AI) tools that can be used for the purposes of the complex of integrated marketing communications (CIMC) at information and communication technology enterprises (ICT-enterprises).

The purpose of research is to confirm the hypothesis of the priority role of AI tools for the effectiveness of the integrated marketing communications complex in the activities of information, communication and technology enterprises in 2024. The study also aimed to improve the previously developed classification of AI tools by functional categories, identify the most popular 200 AI tools for the integrated marketing communications complex of ICT enterprises, and assess their effectiveness in terms of time, budget and quality of task performance in the integrated marketing communications complex of ICT enterprises.

The methodology of research: methods of analysis and synthesis; comparison and generalization; empirical method (survey).

The research results. The hypothesis that the use of artificial intelligence tools, among all other factors, has the greatest impact on the effectiveness of the functioning of the integrated marketing communications complex (IMC) in the activities of Ukrainian ICT enterprises in 2024 has been confirmed. The previously developed classification of AI tools has been improved with segmentation into 11 categories in accordance with the tasks of the CIMC of ICT enterprises. The 200 most common AI tools were selected empirically and assigned to one of 11 categories, and their effectiveness was assessed in terms of time, budget, and quality of execution based on ICT enterprises.