On September 17, 2025, the Southern Ukrainian office of the European Business Association (EBA) hosted an insightful online session focused on the transformative impact of artificial intelligence (AI) in marketing. The event gathered industry experts, marketers, and business professionals to discuss practical AI applications aimed at enhancing marketing strategies, improving audience communication, and optimizing campaign performance. The session covered key topics, starting with audience analysis—a foundational marketing element. Experts highlighted how AI tools enable marketers to quickly and accurately process vast data to gain deeper insights into consumer behavior, preferences, and patterns. This enhanced understanding allows companies to tailor messages and offerings effectively to their specific target segments. Another major focus was the automation of Social Media Marketing (SMM). AI-powered platforms can schedule posts, generate engaging content, monitor interactions, and respond to customer inquiries in real time. This automation saves time and resources while ensuring consistent, timely brand presence across social channels, vital for maintaining visibility and engagement. Participants were also introduced to advanced AI agents designed for communication and analytics. These intelligent agents interact directly with customers, providing personalized recommendations, answering queries, and facilitating transactions, thus enhancing customer experience and satisfaction. On the analytics side, AI handles complex datasets to identify trends, assess campaign effectiveness, and suggest data-driven adjustments for better decision-making and improved marketing results. Experts emphasized several benefits of integrating AI into marketing workflows, including a significant reduction in creative production time.

By automating routine tasks and utilizing AI-generated content suggestions, marketing teams can concentrate more on strategic initiatives and innovation. AI also enhances targeting accuracy, enabling marketers to reach the right audience segments with tailored messages, increasing engagement and conversions. Budget efficiency was highlighted as another area where AI has a substantial effect. Optimizing campaign targeting and continuously analyzing performance data allows AI systems to help marketers allocate budgets more strategically, reduce waste, and maximize return on investment. Experts noted that companies adopting AI-driven marketing tools are better equipped to adapt swiftly to changing market conditions and consumer behaviors. Throughout the session, speakers stressed the importance of embracing AI as an integral component of modern marketing strategies, not just a passing trend or technological gimmick. They encouraged organizations of all sizes and sectors to explore and implement AI solutions to remain competitive in an increasingly digital and data-driven marketplace. This event, organized by the Southern Ukrainian office of the European Business Association, demonstrates the organization’s ongoing commitment to knowledge exchange and supporting businesses in leveraging cutting-edge technologies for sustainable growth. By facilitating dialogue and learning, the EBA empowers its members and the broader business community to successfully navigate evolving technological landscapes. In conclusion, the online session on AI in marketing offered valuable insights and practical guidance on harnessing AI to improve marketing effectiveness. Covering audience analysis, SMM automation, AI-enabled communications, and analytics, the technologies discussed provide promising avenues for more efficient, targeted, and impactful marketing efforts. As AI continues to advance, its integration into marketing practice will become increasingly essential for businesses aiming to succeed in the digital era. For more information and resources from the event, visit the European Business Association’s official website at eba. com. ua.