A SYSTEM OF SCIENTIFIC AND METHODOLOGICAL SUPPORT FOR THE PROCESS OF DIGITAL COMPETENCE FORMATION AMONG MARKETING COMMUNICATIONS SPECIALISTS USING ARTIFICIAL INTELLIGENCE AND NEURAL NETWORK TECHNOLOGIES

Abstract

In the context of the rapid digital transformation of the economy and the intensive introduction of artificial intelligence (AI) and neural network (NS) technologies into the field of marketing communications, the problem of forming appropriate digital competencies among specialists is acute. This research is aimed at developing a system of scientific and methodological support for the process of forming these competencies and assessing their level of formation. The researchers conclude that the model developed and described in the article integrates the best practices for the formation of digital competencies, taking into account the specifics of the use of AI in marketing communications. The results of the empirical analysis are consistent with the literature on barriers to digital adoption, such as the lack of specialized educational programs and lack of time. The expert assessments also confirm the growing importance of AI in marketing and the need to train qualified specialists in this area.