DEVELOPMENT OF INFORMATION TECHNOLOGIES AND ARTIFICIAL INTELLIGENCE IN THE FIELD OF PR AND LOGISTICS

Abstract

The article describes the benefits of increasing operational efficiency in the field of PR and logistics; characterizes consumer behavior in the context of the digital economy, increased informatization, activation and information asymmetry in the typological line of consumers; it is noted that artificial intelligence can help predict consumer trends, predict loyalty outcomes, and analyze the preferences of consumer types using machine learning algorithms and social media data; it is summarized that digital transformation technologies contribute to business development by increasing operational efficiency, competitiveness, and customer service quality, creating new digital business models within an existing business or moving them into a separate business.