THE NEED FOR CUSTOMER BEHAVIOR ANALYSIS BASED ON ARTIFICIAL INTELLIGENCE

This thesis highlights the importance of analyzing customer behavior using artificial intelligence technologies. The study examines issues of identifying, forecasting, and segmenting consumer purchasing behavior through machine learning, big data analysis, and digital marketing tools. As a result, it has been shown that methods of analysis based on artificial intelligence are an important factor in optimizing business processes, establishing effective communication with clients, and increasing competitiveness.

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