OPTIMIZATION OF FINANCIAL MANAGEMENT AND MARKETING RESEARCH BASED ON BIG DATA AND ARTIFICIAL INTELLIGENCE
Abstract
This article examines the optimization of financial management and marketing research through the use of Big Data and artificial intelligence technologies in the context of the digital economy. The study analyzes the role of modern technologies in processing large volumes of data, improving financial decision-making processes, and predicting consumer behavior. In addition, the possibilities of using artificial intelligence-based analytical tools in the development of marketing strategies are explored. The results show that the implementation of Big Data and artificial intelligence technologies in business processes contributes to improving the efficiency of financial management and increasing the accuracy of marketing research.
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