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RESEARCH CENTRE FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS of Ukraine (KHARKIV, UKRAINE)

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Liburkina L. M.

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Architecture of Intelligent Marketing Systems: From Fragmented Solutions to Integrated Artificial Intelligence Assistants
Koberniuk S. O., Pomazan L. M.

Koberniuk, Serhii O., and Pomazan, Lina M. (2026) “Architecture of Intelligent Marketing Systems: From Fragmented Solutions to Integrated Artificial Intelligence Assistants.” Business Inform 2:432–441.
https://doi.org/10.32983/2222-4459-2026-2-432-441

Section: Management and Marketing

Article is written in Ukrainian
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UDC 339.138:004.8

Abstract:
The article studies the issue of fragmented implementation of artificial intelligence in enterprise marketing practices and substantiates the conceptual architecture of a systemic AI assistant (an artificial intelligence-based assistant) as an alternative to the accumulation of disparate tools. The relevance of the study is driven by a paradoxical situation: despite the widespread use of individual AI tools (72% of organizations, according to McKinsey), most companies do not achieve the expected synergistic effect due to the absence of a unified architecture. The aim of the study is to substantiate the architecture of a marketing AI assistant and develop methodological recommendations for moving from fragmented solutions to systematic implementation. The methodological framework includes a systematic literature review, comparative analysis, case study method, and synthesis method. The experience of eight companies of varying sizes and industries was analyzed. Four groups of implementation barriers were identified: technological (42%), ethical and regulatory (40%), organizational (38%), and financial (33%). The authors’ category of «system assistant based on artificial intelligence» (SAAI) is proposed, six principles of its construction and a five-component architecture are substantiated. A system of efficiency assessment metrics has been developed, covering indicators of processes, marketing, finance, and system indicators. The practical significance of the results lies in the possibility of using them to substantiate the strategy of digital transformation of enterprise marketing.

Keywords: artificial intelligence, marketing, system AI assistant, marketing automation, digital transformation, system architecture.

Fig.: 2. Tabl.: 3. Bibl.: 21.

Koberniuk Serhii O. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Marketing, Dnipro State Agrarian and Economic University (25 Academician Serhiy Yefremov Str., Dnipro, 49027, Ukraine)
Email: [email protected]
Pomazan Lina M. – Senior Lecturer, Department of Marketing, Dnipro State Agrarian and Economic University (25 Academician Serhiy Yefremov Str., Dnipro, 49027, Ukraine)
Email: [email protected]

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