Еvolution of neural networks and their role in marketing

Abstract

The evolution of neural networks and their role in modern marketing has been studied. The historical development of neural networks is examined - from the first theoretical models by W. McCulloch and W. Pitts to modern multimodal systems. The development of theoretical foundations for neural network construction is briefly highlighted. It shows how neural networks have transformed marketing approaches: from transactional data analysis in the 1990s in the early stages of neural network development, implementation of personalized recommendation systems and automated content management platforms (2000-2010) to modern multimodal neural networks, which in perspective will allow transition to full personalization and autonomous marketing systems. Special attention is paid to modern generative models that create advertising texts, images and video content, as well as predictive marketing systems that forecast customer behavior in real time. The impact of neural networks on communication personalization, marketing process automation and decision-making is revealed. The implementation of such systems is analyzed using global brands as examples, and modern developments in artificial intelligence are briefly described. It is shown that neural networks are becoming not just a tool, but an autonomous agent of marketing processes, opening an era of proactive, personalized marketing. It is demonstrated that neural networks in marketing are evolving from an auxiliary tool to the status of an autonomous agent in marketing processes. Key challenges of modern marketing related to the use of neural networks are identified: data privacy, algorithm ethics, balance between automation and human creativity. It is highlighted that the use of neural networks in marketing began for specific tasks but tends to evolve towards complex consumer interaction that will allow marketing personalization and prediction of behavioral responses. It is substantiated that further development of neural network technologies leads to the formation of a new marketing paradigm, in which artificial intelligence not only analyzes data and automates processes but becomes a full participant in marketing activities, capable of making independent decisions and adapting to changes in the market environment.