The article examines current trends in the development of artificial intelligence technologies and analyzes their practical application in the marketing activities of organizations. The relevance of the study is driven by the rapid development of digital technologies, the projected growth of the global AI market in marketing to USD 107.5 billion by 2028, and the need to adapt marketing strategies to new business conditions in the era of the Fourth Industrial Revolution. The aim of the article is to explore the current directions of artificial intelligence development and to systematize approaches to its application in organizations’ marketing activities. In the course of the research, methods of analysis and synthesis were used to study the theoretical foundations of artificial intelligence and marketing activities, the method of systematization was applied to organize AI tools according to marketing functional areas, comparative analysis was employed to identify the advantages and challenges of implementing AI technologies, the tabular method was used to visually present the results, and the generalization method was used to formulate conclusions. The information base consists of scientific works published in leading professional journals and analytical reports from consulting firms. The key areas of AI technology development have been identified: machine learning, deep learning, natural language processing, computer vision, and generative artificial intelligence. The advantages of using intelligent systems in marketing have been characterized: increasing targeting efficiency by 30–50%, boosting conversion by 15–30%, reducing content creation time by 60–80%, and lowering customer acquisition costs by 20–40%. A systematization of the main artificial intelligence tools was carried out across six functional areas of marketing: consumer analysis, personalization, content marketing, advertising campaigns, customer service, analytics, and forecasting. The prospects for further development of AI technologies in the context of marketing digitalization are substantiated: deeper integration of various technologies, development of Edge AI and federated learning, improvement of generative models, implementation of explainable AI, and development of agent systems. The practical significance of the results lies in their potential use for forming strategies to implement artificial intelligence in the marketing activities of organizations across different economic sectors and scales.
The article examines the issues of developing social instruments for enterprise human resource management in a strategic context amid economic transformation, digitalization of management processes, and the increasing role of human capital as a key factor in ensuring the competitiveness and sustainable development of enterprises. The relevance of the study is due to the need to transition from fragmented use of social instruments in human resource management to their systematic integration into the corporate strategy of the enterprise, which allows improving the efficiency of managerial decisions and the organization’s adaptability to changes in the external environment. The aim of the article is to substantiate theoretical and methodological approaches to the formation and implementation of a strategy for developing social instruments for enterprise human resources management, as well as to design instruments for selecting the optimal strategy, considering the multi-criteria nature of socioeconomic processes in the field of human resources management. To achieve this aim, the article employs a system approach, methods of analysis and synthesis, generalization, economic-mathematical modeling, and expert evaluation techniques. The study concludes that the social instruments for human resources management should be viewed as a comprehensive strategic system encompassing motivational, socio-psychological, communicative, and organizational mechanisms that influence employees’ work behavior. It is substantiated that integrating the strategy for developing the social instruments of human resources management into the overall enterprise strategy promotes increased labor productivity, enhances employees’ innovative activity, improves the moral and psychological climate within the team, reduces staff turnover, and increases employee loyalty. A multi-criteria approach for selecting the optimal strategy for developing the social instruments of human resources management is proposed, combining quantitative performance indicators with qualitative expert evaluations, enabling consideration of both economic and socio-psychological aspects of human resources management. It is concluded that implementing adaptive strategies for developing the social instruments of human resources management is an important prerequisite for ensuring the long-term competitiveness of the enterprise under conditions of uncertainty. The practical significance of the obtained results lies in their potential application in the operations of enterprises across various sectors of the economy when developing human resources management strategies. The prospects for further research are related to the empirical testing of the proposed approaches and the development of digital instruments for supporting strategic human resource management.
The aim of the article is to examine the level of diversification of local budget revenues and to identify trends and characteristics of revenue formation across regions, as well as structural shifts during wartime. The article analyzes the structure of local budget revenues for the regions of Ukraine from 2018 to 2024. To assess the impact of the full-scale invasion on local budget revenue formation, the period was divided into two sub-periods: 2018–2021 and 2021–2024. The study included an analysis of changes in the shares of budget revenue items, as well as major tax and non-tax revenue sources. During the study period of 2018–2024, two critical events occurred – the COVID-19 pandemic and the full-scale invasion of the country, which necessitated changes in the interaction between state and local budgets and had a negative impact on overall business activity in the country. The structure of revenues was affected by changes in the procedure for calculating official transfers, which led to a redistribution of all shares. Tax revenues play a key role in ensuring local budgets’ own revenues (excluding official transfers). It has been shown that there is a general trend towards a decrease in the role of personal income tax and levies. Revenues from local government investment activities are practically nonexistent. Investments in local projects can promote a faster recovery of regional economies and the stabilization of local budget revenues during the post-war reconstruction period. To provide a general characterization of the structural changes in the sources of local budget revenues in the regions, the Herfindahl-Hirschman index was calculated for 16 revenue items of local budgets and 7 items of tax revenues. The analysis of index dynamics showed that, overall across regions, there is a trend towards increasing diversification, with the index in 2024 being reduced to 1.8 times the level of 2018. In the structure of tax revenues, there was a weak tendency towards concentration, which significantly intensified in 2022–2023, but subsequently returned to the pre-war level. It was concluded that to ensure a higher level of diversification and to stabilize local budget revenues, greater autonomy of local government authorities is necessary, enabling them to utilize available opportunities and local resources. Further research should identify the factors that determine the level of diversification, ensure revenue stability during crisis periods, and can be activated by local government authorities.
The article explores the role of integrating Ukrainian machine building enterprises into value chains (VCs) as a decisive factor in their modernization and enhancing global competitiveness. The authors outline the theoretical foundations of VCs functioning and identify their impact on technological development, innovation activities, and the transformation of enterprise production and management models. The study systematizes the key integration barriers, including technological and infrastructural backwardness, investment shortages, personnel imbalances, and limited compliance with international standards. The study also analyzes current scientific approaches to studying integration processes in global production networks and highlights underdeveloped areas, including the assessment of management transformations, institutional support, and the risks associated with technological dependence. Based on logical-theoretical, systemic, structural-functional, and comparative analysis, the mechanisms and conditions under which integration into GVCs can accelerate the modernization of Ukrainian machine building have been identified. The practical significance of the study lies in formulating recommendations to enhance enterprise participation in global production networks: developing cluster structures, digitalization, improving logistics infrastructure, expanding innovation cooperation, and shifting to strategic planning focused on high-tech segments with high added value. The proposed approaches can be applied in the government industrial development policies, corporate strategies, and industrial modernization programs. Furthermore, the article emphasizes that integration into GVCs not only provides economic benefits for machine building enterprises but also introduces new requirements for production organization, quality management, and building partnership relations. The article shows that participation in global networks promotes the acceleration of technological upgrading, the development of engineering competencies, the enhancement of standardization levels, and the transition to «smart production» models. Special attention is given to the development of domestic value chains as a foundation for increasing localization, resilience, and the capacity of enterprises to act as full-fledged participants in international production systems.
Complex socioeconomic systems, including the regions of a country, have their own development mechanisms, which are difficult to study with the tools currently available in economic science. The aim of this article is to analyze the issues of implementing a systemic approach to assessing socioeconomic and innovation development and to substantiate the methodological support for evaluating regional development. It has been defined that the main scientific methods for researching socioeconomic systems are the empirical-historical, theoretical-logical, and dialectical methods. Each of these methods is designed to achieve maximum effectiveness in socioeconomic research and largely complements the others. An algorithm for constructing an integrated indicator for assessing socioeconomic and innovative development has been proposed, which includes the following stages: formation of the initial set of indicators according to the research objectives; standardization of the initial indicators; calculation of the integrated indicator using the selected method; analysis and interpretation of the results. The experience of the EU countries and the USA in regional development has been generalized, and based on this, a system of partial indicators has been developed for calculating the integrated indicator of the region’s socioeconomic potential and the integrated indicator of the region’s innovation potential. Recommendations have been provided for the application of a matrix approach for analyzing and interpreting the results of integrated regional development assessment.
