Evaluation of the Effectiveness of Artificial Intelligence in Marketing in the Russian Market

Student: Kucherova Polina

Educational Programme: Marketing and Market Analytics (Bachelor)

Year of Graduation: 2024

The aim of this study was to examine the effectiveness of using artificial intelligence (AI) in marketing in the Russian market. The research involved systematizing existing scientific knowledge about AI and its application in marketing processes, reviewing the use of AI in marketing in Russia, identifying key metrics and indicators of effectiveness, and identifying problems and challenges in implementing AI. Based on the results, recommendations were developed for the effective implementation of AI in marketing.

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses