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MARKETING OF ARTIFICIAL INTELLIGENCE PRODUCTS AND SERVICES


FEATURES OF THE INDUSTRY

The IT sector and all other industries are entering a new era – the era of AI-powered products and services. According to general expectations, this era is anticipated to bring changes to economic processes and societal life comparable to past technological revolutions. The widespread application of Artificial Intelligence (AI) in modern technologies will be a key factor in shaping the innovative landscape, fundamentally altering traditional business models and production methods. Here are the main processes expected to undergo significant changes in the near future:

• Automation of Business Processes. Automation of business processes through the use of AI-powered products and services will be a primary task for rebuilding businesses in modern conditions. AI technologies enable businesses to optimize operational processes and enhance productivity by automating routine tasks. For instance, enterprise management systems utilizing machine learning algorithms can automatically optimize production and related processes, considering various factors such as demand, resources, and logistical constraints. On the other hand, the integration of artificial intelligence in marketing, sales, and general management will enable decision-making based on more detailed analyses of consumer behavior and market trends.

• Production Optimization. Production optimization using AI-powered products and services focuses on manufacturing processes such as energy consumption, production safety, quality control, and more. Machine learning algorithms for predicting peak loads allow efficient resource allocation, avoiding overloads and ensuring stable operation. AI-based energy consumption control systems contribute to optimizing energy use and reducing negative environmental impacts. In terms of safety, data analysis and the use of machine learning systems help to predict potential risks and emergencies, preventing accidents and ensuring employee safety. Additionally, quality control systems based on intelligent algorithms automatically detect and correct defects in the production process, enhancing product quality.

• Service Optimization. Artificial Intelligence opens new opportunities for service optimization, aiming to improve speed, quality, service personalization, and customer relations. AI can automate and optimize various processes, including order processing, responding to inquiries, and transaction processing, speeding up processes and improving overall service time. Regarding service quality, AI can implement monitoring and analysis systems to identify issues and provide recommendations and solutions. In terms of personalizing services, AI utilizes analytics and customer data to create personal offers and recommendations, allowing businesses to adapt services to the specific needs and preferences of each customer, thereby increasing satisfaction and loyalty. In building customer relationships, AI can be involved in feedback systems, automatically responding to questions, collecting feedback, and adapting systems to customer requirements. Big data analysis helps identify and forecast trends, contributing to the strategic development of relationships.

• Creative Processes and Innovations. Artificial Intelligence plays a key role in the creative processes and innovations. Machine learning algorithms enable automatic analysis and identification of patterns, uncovering trends and potential opportunities. This capability serves as a powerful tool for the creative process, as AI can create innovative concepts and ideas based on its ability to assess the potential of ideas, consider various criteria, and quickly adapt to changing conditions. Therefore, artificial intelligence not only replaces and accelerates the human creative process but also expands its possibilities, perspectives, and speed.

• Strategic Planning and Management. Artificial Intelligence has the potential to revolutionize the strategic planning and management of modern enterprises. In this context, AI can be utilized for analyzing key trends, forecasting scenarios, and determining optimal development strategies, taking into account risks and opportunities. Special attention should be given to the capabilities of artificial intelligence in the field of forecasting and strategy modeling. AI systems can interact with complex structures to assess the impact of strategic decisions and forecast their consequences in intricate multifactorial models.

• New Business Areas. The development of AI-based technologies opens up new prospects for the emergence of various services within the IT sector. Although AI technologies are still in the early stages of development, a significant number of startups and services powered by artificial intelligence capabilities are already on the table, using its potential to solve diverse tasks. This spans a wide range of industries - from medicine and finance to manufacturing and technological innovations - and proves the promising nature of artificial intelligence as a key element in the future business landscape of the IT sector. Gradually expanding its capabilities, AI technologies not only help optimize existing processes but also define new horizons from many perspectives.

Therefore, the era of AI-powered products and services will unfold numerous opportunities for modern society, reshaping economic processes, and setting new standards in business and innovation. Competition among IT companies and projects specializing in AI solutions is already quite obvious and will intensify, raising questions about professional marketing and branding.


SOME GENERAL STRATEGIES AND APPROACHES

In an ideal situation, artificial intelligence would autonomously organize and implement the marketing promotion of AI-powered products, promoting itself without human intervention. However, the current level of development in the field has not reached such a stage. Defining marketing strategy, target audiences, branding and positioning, forming a marketing mix, and monitoring its implementation are still impossible without the involvement of professional marketers. Currently, in the IT industry, in segments where the application of artificial intelligence is possible, the following marketing strategies, approaches, and tools are used for marketing AI products and services:

• General Awareness. At the beginning of the era of artificial intelligence, when the average consumer has not yet formed an understanding of industry leaders, the functioning of new technologies, their utility, etc., it makes sense for any company on the market, provided they have an appropriate marketing budget, to participate in creating general awareness and highlighting the AI product and service market. Such general activity aims to familiarize a broad audience with key aspects of AI technology, its possibilities in various areas of social life, and a generalized picture of current trends. For companies, such marketing activity provides an opportunity to establish the image of companies as industry experts and opinion leaders. In terms of tools, the entire spectrum of classical marketing activities is applied - participation in public discussions in the media and online, in specialized events such as conferences and round tables on relevant topics, and more.

• Partnerships and Education. Due to persistent social concerns about potential threats from artificial intelligence, various conspiracy theories, and science fiction scenarios about its further development, significant marketing efforts should focus on forming a powerful educatiional force. This force should defend and shape a rational perception of AI technology, sift out panic and unfounded beliefs, and create a unified voice in favor of the safety and ethics of AI use. Partnerships between technology companies, scientists, authorities, and non-governmental organizations are crucial for creating a unified strategy aimed at highlighting the benefits and real, rather than imagined, risks of using AI. This coordinated position should emphasize the positive contributions of AI to social development, considering ethical and sociocultural requirements, to build trust from society and ensure a safe approach to the development and implementation of artificial intelligence.

• B2B and B2C Marketing. Marketing in the field of artificial intelligence is characterized by different approaches to business (B2B) and mass consumers (B2C). In the B2B sector, the focus is usually on demonstrating technical capabilities, solving specific business tasks, providing support at the implementation stage, post-sales service, and ensuring real results for corporate clients. On the other hand, B2C marketing in the AI field is directed towards creating a clear and emotionally appealing image of the product or service, emphasizing the benefits for end-users and interacting with a wide audience through accessible communication channels. In both cases, the key element is the ability to explain complex technical aspects of artificial intelligence, provide evidence of its effectiveness, and create marketing strategies that meet the requirements and needs of each market segment.

• Branding and Positioning. Branding and positioning are crucial on the market for products based on artificial intelligence, especially considering that the market is only in its early stages of development. Experienced marketers know that a powerful brand and successful market positioning significantly simplify the prospects for further development in terms of expanding business from the starting point to other segments and categoriess, providing a stable foundation for further success in the dynamic world of artificial intelligence. Moreover, a powerful brand and successful positioning create opportunities for effective interaction with stakeholders, including investors, partners, and research institutions. A strong brand and leadership status form the basis for strategic alliances and cooperation, promoting innovative development, and accelerating the process of expanding the company's influence in the AI market.

• Digital Marketing Ecosystem. Naturally, for such a high-tech business, the digital environment is the main channel for marketing products and services. However, when building a digital ecosystem, the specifics of B2B and B2C segmentation, the life cycle stage of the category, and oother percularities must be considered. For example, in the B2B, where complex business issues are addressed and long-term relationships are established, the digital marketing ecosystem should focus on the uniqueness and effectiveness of technical aspects, demonstrating specific advantages of the AI product or service in the context of solving corporate tasks. In the B2C sphere, the digital ecosystem focuses more on the use of visual and interactive elements to attract attention, creating necessary emotions and impressions, thereby promoting awareness and strengthening the brand.

It should be noted that the field of products and services based on artificial intelligence is very immature with respect to the terms of commercial and marketing practices. It is expected that further development of the industry will lead to the emergence of new strategies and methods that will take into account the specific nature of the business and market requirements. Thus, in the future, we can expect the evolution of marketing tools reflecting the growing maturity and complexity of the artificial intelligence industry.

Also, it is necessary to note that within the scope of one article, we cannot show all the pitfalls or demonstrate all the marketing methodologies and tools specific to the AI industry. These are just a few examples of quite general marketing approaches that can be applied to AI-powered products. From a practical point of view, everything is much more complex - the choice of a specific marketing strategy and tools depends on the target audience, competitive environment, and unique advantages of the company, etc. At the same time, it is desirable to understand that marketing of AI-powered products and services may face a number of specific problems that are unique to each individual case and require an individual approach to their solution.

Achieving the commercial objectives of a company through effective marketing requires a deep understanding of the market situation, consumer needs, the ability to analyze and explore alternatives, and a creative approach to problem-solving. Our company has extensive experience in defining optimal marketing strategies for our clients' businesses, creating a strong brand and market positioning, as well as developing a marketing mix and implementing the chosen strategy. You can familiarize yourself with the services and solutions our company offers on the "Services" and "Solutions" pages, respectively.