AI-technology as a Driver to Customer Satisfaction Improvement for E-commerce Business (The Case of PepsiCo in Russia)

Technologies of artificial intelligence (AI) are being used widespread in many in-dustries, they open up new growth opportunities for businesses from production to marketing. This paper was aimed to identify the AI-enhanced solutions based on the conducted analysis, which could be used by PepsiCo Russia e-commerce mar-keting department to improve customer satisfaction and brand awareness. At first, company current statement was described and AI-technology tools in marketing were listed with the current business cases provided. The possible ethics and im-plementation concerns were listed afterwards. At second, the precise PepsiCo Rus-sia analysis was conducted, competitive advantages and opportunities of growth were found out. Same time, the market analysis was done and company’s market-ing features considering its target groups, products and their positioning to take them into the account for the solutions choice. As the result, the framework for pri-oritisation of AI-technology implementation areas which specifically meet the company needs in the marketing was developed, and implementation plan for cho-sen of them (content generation platform and chatbot) was provided – AI-solutions were identified for PepsiCo Russia based on the undertaken analysis.