ROLE OF TECHNOLOGICAL INNOVATIONS IN THE SYSTEM OF INNOVATIVE MARKETING OF ENTERPRISES

Abstract

Study identified the role of technological innovations, in particular digitalization and artificial intelligence, in the innovative marketing system of enterprises engaged in research and experimental development in the chemical industry. Existing levels of innovation in marketing have been identified. The characteristics of technological innovations in marketing have been determined. The use of software and digital tools for the automatic execution of repetitive tasks has been justified. Key elements of marketing process automation have been identified. Its advantages and relevance have been determined. The importance of automation for the chemical industry has been demonstrated. In this industry, companies work with a large number of customers from different segments, ranging from small laboratories to international corporations. Technological innovations make it possible to improve the quality of communications, reduce costs, and create a more flexible and customer-oriented business model. Artificial intelligence is considered as the ability of computer systems to perform tasks that usually require human intelligence: learning, recognition, analysis, forecasting, and decision-making. The main areas of its application are identified. The use of artificial intelligence in the chemical industry is shown for optimizing the search and selection of potential customers; automating the preparation of technical documentation and specifications; virtual testing of new molecules and building blocks for pharmaceuticals; managing digital marketing channels (online catalogs, self-service platforms). The dual effect of using artificial intelligence for chemical industry enterprises engaged in scientific development and research is identified.