ON THE ISSUE OF THE EFFECTIVENESS OF USING NEURAL NETWORKS IN ADVERTISING COMMUNICATION

Abstract

The article examines a problem of effectiveness of the use of neural networks in modern Russian advertising. The main content of the study is the analysis of neural network tools used in advertising activities. The article examines the specifics of the modern advertising communication process, describes positive and negative aspects of the use of neural networks in creating advertising appeals, analyzes prospects for the development of advertising industry based on the active use of AI, identifies advantages and disadvantages of using AI technologies in Russian advertising. As a result of the study, it is found that the effectiveness of advertising communication depends on the appropriate use of neural networks in the professional activities of advertising and public relations specialists, when replacing natural language with artificial language does not lead to depersonalization of advertising texts, reducing attention and interest of the target audience.