Applying AI and fuzzy modeling to optimize advertising effectiveness in digital marketing strategies for the energy sector

Department of E–Marketing and Social Communication, Irbid National University, Irbid, Jordan

^* Corresponding author: a.almuala@inu.edu.jo

Abstract

The purpose of the study is to formulate the main aspects of the use of artificial intelligence in advertising and determine its effectiveness in the energy sector. The intensity of development of artificial intelligence technologies and its application to ensure the effectiveness of advertising activities of companies in the energy sector is emphasized. The ethical and practical aspects of using artificial intelligence in advertising are presented. An analysis of the efficiency factors of the advertising process was carried out based on the classification of tools and methods of advertising automation using artificial intelligence technologies. Practical recommendations for the use of neural networks based on artificial intelligence have been formed. The provisions of the classical and meta-heurastic methods of parametric identification of a fuzzy system, which is a model of the marketing process of companies in the energy sector, are substantiated. The effectiveness of advertising was determined using the methodology of modeling fuzzy systems and the sequence of computational steps of a fuzzy neural system. The practical significance of the results lies in the fact that metaheuristic methods make it possible to assess the effectiveness of advertising based on the use of artificial intelligence tools by companies in the energy sector.