Implementation of artificial intelligence technologies in marketing of Russian companies: Prospects and barriers

Purpose: to identify the current trends of new artificial intelligence technologies' application in the marketing management practices and to determine the process of implementation of marketing tools as a system in the Russian companies. Methodology: The exploratory empirical study aimed to update the identified approaches related to the Russian business. The survey among 235 executives and managers of the Russian companies representing various industries was conducted from February to April, 2024. Findings: Based on the research done the actual system of marketing tools is revealed where these technologies can be successfully applied. The areas of implementation of these technologies in accordance with the marketing tasks' logic are systematized. Prospects and existing barriers in implementation of the digital technologies into marketing practice of local companies are assessed. Originality and contribution: the paper presents an original research where an application of artificial intelligence technologies is analyzed via the marketing complex. It allowed the authors to examine the process of implementation of these technologies comprehensively and also in terms of real managerial tasks for marketing needs. This study is the first that systematically assesses the current practice of implementing AI and ML technologies in marketing management of local companies and to demonstrate the factors that promote or hinder this process in the conditions of the contemporary market environment.