Project Management in a Marketing Agency Using Artificial Intelligence

This master's thesis explores the application of artificial intelligence (AI) in marketing agency project management, emphasizing its critical importance in today's business environment. The use of AI is seen as a key factor for enhancing competitive advantage by optimizing management processes. The paper comprehensively analyzes the impact of artificial intelligence on business processes, and considers practical examples of successful AI implementation. Using the example of the company «Х» LLC, the opportunities and challenges of AI implementation are investigated, and strategic initiatives aimed at effective integration of these technologies into business processes are developed. The selection of strategic initiatives and the evaluation of their overall effectiveness play a central role in the study. The work emphasizes a strategic approach to incorporating artificial intelligence into project management, enabling marketing agencies to adapt to rapidly changing market conditions, ensure sustainable development, and take a leadership position in the industry. This study demonstrates how a comprehensive and systematic approach to integrating artificial intelligence can transform project management and contribute to a company's long-term success.