Journal
УКР   ENG
Socio-Economic Problems
of the Modern Period of Ukraine
   



Collection SEPSPU -- sep2025.02.074

Repository of Institute of Regional Research UDC 659.1:004.8+004.738.5; JEL C55, F23, M31, O33
Rayko, D. V. (2025). Vykorystannya shtuchnoho intelektu ta velykykh danykh u pobudovi brendovoyi komunikatsiyi na hlobal'nomu rynku [Use of artificial intelligence and big data in building brand communication in the global market]. In Sotsial'no-ekonomichni problemy suchasnoho periodu Ukrayiny [Socio-Economic Problems of the Modern Period of Ukraine]: Vol. 172 (2) (pp. 74-81). DOI: https://doi.org/10.36818/2071-4653-2025-2-10 [in Ukrainian].
Sources: 22

Authors



Raiko Diana Valeriyivna

Doctor of Economics, Professor

Head of the Department of marketing of the Academic Institute of Economics, Management and International Business of the National Technical University «Kharkiv Polytechnic Institute»

Contacts: dianaraiko025@gmail.com

Webpages:

Resume

In a world of swift digital transformations, the global market is seeing notable structural shifts. This applies not only to novel technologies, but also to how brands engage with their consumers. Artificial intelligence (AI) and big data analytics are at the heart of this change. With these instruments, companies can analyze consumer behavior more profoundly and precisely, considering the cultural and behavioral traits of diverse audiences worldwide. This allows them to hone their marketing strategies and cultivate a strong emotional bond between the consumer and the brand. The article aims to identify and examine the opportunities that artificial intelligence and big data technologies offer to boost the efficacy of brand communication within the international market. The article reviews theoretical approaches to constructing brand communication in the global market, considering digital transformation, specifically concentrating on the concept and function of brand communication. The key models of brand communication are assessed. The potential of employing artificial intelligence to develop and manage brand communications is examined. The role of big data in making communication decisions, encompassing audience segmentation, analysis of consumer behavior, and content adjustment to cultural specificities is identified. Particular attention is given to the integration of AI and Big Data into a brand’s global communication plan. The pros and cons associated with incorporating AI and Big Data into brand communication strategies, including ethical and legal aspects, are outlined. The article suggests constructing brand communication centered on artificial intelligence and big data, and offers suggestions for brands on the effective application of digital technologies in communicating with consumers on a worldwide scale. Via artificial intelligence and data analytics, brands can ensure a consistent customer experience throughout all stages of interaction. This starts with social media and expands all the way to physical points of sale, which in turn helps to boost customer loyalty and satisfaction. Analytics of behavioral, demographic, and contextual data allows for precise segmentation, recognizing consumer needs, and predicting market trends. This produces the conditions for brands to more effectively tailor content to the cultural and regional attributes of their audience.

Keywords:

artificial intelligence, big data, consumer behavior, audience segmentation, brand communication, integration, digital channels, globalization, communication strategy, omnichannel

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