INNOVATIVE DEVELOPMENT OF MANAGEMENT SYSTEMS IN THE DIGITAL ECONOMY: INTEGRATION OF ARTIFICIAL INTELLIGENCE AND MARKETING TECHNOLOGIES
Keywords:
digital economy, management systems, artificial intelligence, marketing technologies, digital transformation, predictive analytics, personalization, innovation.Abstract
The digital economy is reshaping the theory and practice of management, replacing linear, experience-driven decision models with data-intensive, adaptive and intelligent systems. This article examines the innovative development of management systems through the integrated use of artificial intelligence (AI) and contemporary marketing technologies. Drawing on a systematic review of recent scholarship, the study conceptualizes management as a value-creating system in which AI provides the analytical and predictive core, while marketing technologies provide the customer-facing sensing and engagement layer. The paper proposes an integration framework that links four functions — data acquisition, intelligent analytics, automated decision execution and continuous learning — and demonstrates how their combination produces measurable gains in personalization, responsiveness and resource efficiency.
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