The article discusses the issue of innovations and innovative approaches to popularizing the brand of the private enterprise "AMETYST PLUS". It was determined that only those brands that can effectively interact with their audience survive in today's competitive environment. Artificial intelligence (AI) offers revolutionary tools that allow you to go beyond traditional marketing and create a deeper, more personalized connection with customers. It explores exactly how AI can help brands succeed. The importance of the implementation of innovative development is substantiated and the positive impact of innovations on the competitiveness of the selected enterprise is analyzed. Based on the analysis of the company's financial condition, recommendations are provided for the implementation of AI elements and tools. It was determined that as a result of the implementation of AI, enterprises can increase competitiveness both in domestic and foreign markets, their brands become clearer to customers thanks to a deeper understanding of their needs, preferences and pain points. This paper also examines the impact of artificial intelligence on the activities of one of the enterprises of the Rivne region, which produces sweets containing dried fruits and has the Amethyst brand. The potential and advantages of using artificial intelligence in the production of sweets containing dried fruits have been identified, practical recommendations for enterprises in this field have been developed and prospects for further development have been determined, taking into account modern technological and economic trends.
Author Biographies
Liudmyla Beztelesna, National University of Water and Environmental Engineering, Rivne
Doctor of Economics, Professor
Viktoriia Butkevych, National University of Water and Environmental Engineering, Rivne
