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\u043a\u0430\u0436\u0434\u043e\u043c \u0438\u0437 \u043d\u0438\u0445 (\u0440\u0435\u043a\u043e\u043c\u0435\u043d\u0434\u0430\u0442\u0435\u043b\u044c\u043d\u044b\u0435 \u0441\u0438\u0441\u0442\u0435\u043c\u044b, \u043f\u0440\u0435\u0434\u0438\u043a\u0442\u0438\u0432\u043d\u0430\u044f \u0430\u043d\u0430\u043b\u0438\u0442\u0438\u043a\u0430, \u0433\u0435\u043d\u0435\u0440\u0430\u0442\u0438\u0432\u043d\u044b\u0435 \u0430\u043b\u0433\u043e\u0440\u0438\u0442\u043c\u044b \u043f\u0435\u0440\u0441\u043e\u043d\u0430\u043b\u0438\u0437\u0430\u0446\u0438\u0438). \u041f\u0440\u0435\u0434\u0441\u0442\u0430\u0432\u043b\u0435\u043d\u0430 \u043a\u043e\u043d\u0446\u0435\u043f\u0442\u0443\u0430\u043b\u044c\u043d\u0430\u044f \u043c\u043e\u0434\u0435\u043b\u044c \u0430\u0432\u0442\u043e\u043c\u0430\u0442\u0438\u0437\u0438\u0440\u043e\u0432\u0430\u043d\u043d\u043e\u0433\u043e \u043f\u0440\u0438\u043d\u044f\u0442\u0438\u044f \u0440\u0435\u0448\u0435\u043d\u0438\u0439 \u0432 real-time \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u0435 \u0447\u0435\u0440\u0435\u0437 \u0443\u043f\u0440\u0430\u0432\u043b\u0435\u043d\u0438\u0435 \u0442\u043e\u0447\u043a\u0430\u043c\u0438 \u043a\u043e\u043d\u0442\u0430\u043a\u0442\u0430 \u043d\u0430 \u044d\u0442\u0430\u043f\u0430\u0445 \u0432\u043e\u0440\u043e\u043d\u043a\u0438 \u0441\u0440\u0435\u0434\u0441\u0442\u0432\u0430\u043c\u0438 \u0418\u0418-\u0442\u0435\u0445\u043d\u043e\u043b\u043e\u0433\u0438\u0439. \u041f\u043e \u0438\u0442\u043e\u0433\u0430\u043c \u043f\u0440\u043e\u0432\u0435\u0434\u0435\u043d\u043d\u043e\u0433\u043e \u0438\u0441\u0441\u043b\u0435\u0434\u043e\u0432\u0430\u043d\u0438\u044f \u0432\u044b\u0434\u0435\u043b\u0435\u043d\u044b \u043e\u0441\u043d\u043e\u0432\u043e\u043f\u043e\u043b\u0430\u0433\u0430\u044e\u0449\u0438\u0435 \u043f\u0440\u0438\u043d\u0446\u0438\u043f\u044b \u044d\u0444\u0444\u0435\u043a\u0442\u0438\u0432\u043d\u043e\u0433\u043e \u0432\u043d\u0435\u0434\u0440\u0435\u043d\u0438\u044f AI \u0432 real-time \u0441\u0442\u0440\u0430\u0442\u0435\u0433\u0438\u044f\u0445.<\/jats:p>\n                                                                                            <jats:p>This article explores the role of artificial intelligence in automating marketing decision-making in real time, with a focus on managing customer touchpoints at various stages of the sales funnel. The study substantiates the relevance of shifting from traditional marketing communication scenarios to dynamically adaptive models driven by AI modules, which are capable of identifying and predicting customer behavior with a high degree of accuracy. Theoretical foundations of real-time marketing are presented, along with an analysis of current challenges and implementation specifics. Special attention is paid to specific funnel stages and the AI tools applied at each of them, such as recommendation systems, predictive analytics, and generative personalization algorithms. A conceptual model of automated decision-making in real-time marketing is proposed, based on managing funnel-stage touchpoints using AI technologies. 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\u043f\u0440\u043e\u0431\u043b\u0435\u043c\u044b \u043f\u0440\u0438\u043c\u0435\u043d\u0435\u043d\u0438\u044f \u0432 \u0441\u0444\u0435\u0440\u0435 \u043c\u0430\u0441\u0441\u043c\u0435\u0434\u0438\u0430 \/\/ \u0417\u043d\u0430\u043a: \u043f\u0440\u043e\u0431\u043b\u0435\u043c\u043d\u043e\u0435 \u043f\u043e\u043b\u0435 \u043c\u0435\u0434\u0438\u0430\u043e\u0431\u0440\u0430\u0437\u043e\u0432\u0430\u043d\u0438\u044f. 2021. \u2116 4 (42). \u0421. 41\u201352."},{"key":"5","unstructured":"\u0421\u0443\u0441\u043b\u043e\u0432 \u0415. \u042e., \u041c\u0438\u043d\u0430\u0435\u0432 \u0414. \u0412. \u0421\u0438\u0441\u0442\u0435\u043c\u0430\u0442\u0438\u0437\u0430\u0446\u0438\u044f \u0444\u0435\u043d\u043e\u043c\u0435\u043d\u043e\u0432 \u0446\u0438\u0444\u0440\u043e\u0432\u0438\u0437\u0430\u0446\u0438\u0438 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u0430: \u043a\u043e\u043d\u0446\u0435\u043f\u0446\u0438\u044f \u0438 \u043f\u0440\u0438\u043c\u0435\u0440 \u0440\u0435\u0430\u043b\u0438\u0437\u0430\u0446\u0438\u0438 \/\/ \u0423\u043f\u0440\u0430\u0432\u043b\u0435\u043d\u0447\u0435\u0441\u043a\u043e\u0435 \u043a\u043e\u043d\u0441\u0443\u043b\u044c\u0442\u0438\u0440\u043e\u0432\u0430\u043d\u0438\u0435. 2021. \u2116 4 (148). \u0421. 64\u201380."},{"key":"6","unstructured":"\u0426\u0435\u0445\u043e\u043c\u0441\u043a\u0438\u0439 \u0410. \u0412., \u0412\u0430\u043a\u0443\u043b\u0435\u043d\u043a\u043e \u041c. \u0421., \u041a\u0430\u0441\u044b\u043c\u043e\u0432\u0430 \u0414. \u041c., \u041e\u0445\u043e\u0442\u043d\u0438\u043a\u043e\u0432 \u0418. \u0412. \u041c\u0435\u0442\u043e\u0434\u043e\u043b\u043e\u0433\u0438\u044f \u043f\u043e\u0441\u0442\u0440\u043e\u0435\u043d\u0438\u044f \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u044b\u0445 \u0430\u0432\u0442\u043e\u0432\u043e\u0440\u043e\u043d\u043e\u043a \u0432 \u0441\u043e\u0446\u0438\u0430\u043b\u044c\u043d\u044b\u0445 \u0441\u0435\u0442\u044f\u0445 \u0440\u043e\u0441\u0441\u0438\u0439\u0441\u043a\u043e\u0433\u043e \u0441\u0435\u0433\u043c\u0435\u043d\u0442\u0430 \u0438\u043d\u0442\u0435\u0440\u043d\u0435\u0442\u0430 \/\/ \u041c\u043e\u0441\u043a\u043e\u0432\u0441\u043a\u0438\u0439 \u044d\u043a\u043e\u043d\u043e\u043c\u0438\u0447\u0435\u0441\u043a\u0438\u0439 \u0436\u0443\u0440\u043d\u0430\u043b. 2022. \u2116 10. \u0421. 482\u2013489."},{"key":"7","doi-asserted-by":"crossref","unstructured":"\u0428\u0430\u0440\u0430\u043f\u043e\u0432 \u041c. \u041c., \u041c\u0438\u0449\u0435\u043d\u043a\u043e \u0415. \u0412., \u0410\u043a\u0447\u0443\u0440\u0438\u043d\u0430 \u0414. \u0420., \u0412\u0435\u0440\u0436\u0438\u043a\u043e\u0432\u0441\u043a\u0438\u0439 \u0414. \u041d. \u041e\u0446\u0435\u043d\u043a\u0430 \u044d\u0444\u0444\u0435\u043a\u0442\u0438\u0432\u043d\u043e\u0441\u0442\u0438 \u043c\u0443\u043b\u044c\u0442\u0438\u043a\u0430\u043d\u0430\u043b\u044c\u043d\u044b\u0445 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u044b\u0445 \u0441\u0442\u0440\u0430\u0442\u0435\u0433\u0438\u0439 \u0441 \u0418\u0418: \u0430\u043d\u0430\u043b\u0438\u0437 \u043f\u0440\u0438\u0440\u043e\u0441\u0442\u0430 \u043f\u0440\u043e\u0434\u0430\u0436 \u0438 \u0432\u0437\u0430\u0438\u043c\u043e\u0434\u0435\u0439\u0441\u0442\u0432\u0438\u044f \u0441 \u043a\u043b\u0438\u0435\u043d\u0442\u0430\u043c\u0438 \/\/ \u0418\u043d\u043d\u043e\u0432\u0430\u0446\u0438\u043e\u043d\u043d\u0430\u044f \u044d\u043a\u043e\u043d\u043e\u043c\u0438\u043a\u0430: \u0438\u043d\u0444\u043e\u0440\u043c\u0430\u0446\u0438\u044f, \u0430\u043d\u0430\u043b\u0438\u0442\u0438\u043a\u0430, \u043f\u0440\u043e\u0433\u043d\u043e\u0437\u044b. 2025. \u2116 2. \u0421. 164\u2013172.","DOI":"10.47576\/2949-1894.2025.2.2.022"},{"key":"8","doi-asserted-by":"crossref","unstructured":"Huang M. H., Rust R. T. A strategic framework for artificial intelligence in marketing \/\/ Journal of the Academy of Marketing Science. 2021. Vol. 49. Pp. 30\u201350.","DOI":"10.1007\/s11747-020-00749-9"},{"key":"9","doi-asserted-by":"crossref","unstructured":"Kumar V., Ashraf A. R., Nadeem W. AI-powered marketing: What, where, and how? \/\/ International Journal of Information Management. 2024. Vol. 77. Article 102783.","DOI":"10.1016\/j.ijinfomgt.2024.102783"}],"container-title":["Industrial Economics"],"original-title":[],"language":"ru","deposited":{"date-parts":[[2025,10,19]],"date-time":"2025-10-19T15:24:37Z","timestamp":1760887477000},"score":1,"resource":{"primary":{"URL":"https:\/\/indecon.ru\/journal"}},"subtitle":["Automated decision-making in real-time marketing: how ai manages touchpoints at different funnel stages"],"short-title":[],"issued":{"date-parts":[[2025,10,13]]},"references-count":9,"journal-issue":{"issue":"6","published-online":{"date-parts":[[2025,10,13]]}},"URL":"https:\/\/doi.org\/10.47576\/2949-1886.2025.6.6.003","relation":{},"ISSN":["2949-1886"],"issn-type":[{"value":"2949-1886","type":"electronic"}],"subject":[],"published":{"date-parts":[[2025,10,13]]}}}