OPTIMIZING MARKETING BUDGET ALLOCATION USING AI

Abstract

The article discusses modern approaches to the optimal distribution of a company's marketing budget using artificial intelligence. The necessity of using algorithmic forecasting methods to take into account various factors affecting the efficiency of spending is substantiated. A methodology is proposed for determining the best budget division by communication channels, product groups and target audiences, taking into account historical data and current market conditions. A budget planning model developed on this basis using neural network algorithms is described.