Neural Networks and Their Impact on the Personalization of Consumer Behavior in Marketing

The formation of models of interaction with consumers and the creation of personalized programs for cooperation with consumers in marketing is systemic in nature and requires systematic attention and scientific research on the part of scientists and marketers. Virtual markets are digital platforms and digital platforms that develop based on the introduction of digital technologies, including neural networks, into their marketing activities. Modern marketing is developing in accordance with the concept of Marketing 5.0, the functioning of which is aimed at reducing the generation gap and the digital divide of companies. It is indicated that the introduction of technology-driven Marketing 5.0 will maximize the benefits of the marketing concept and will have an economic and social impact. The assessment of the economic impact of the introduction of next-generation technologies and the impact of neural networks on the personalization of consumer behavior in marketing was carried out on the basis of official indicators of the development of the digital economy presented in the statistical collection of the National Research University Higher School of Economics. Neural networks are definitely becoming a strategically important tool in the marketing activities of large companies and in the activities of business structures. In the future, neural networks can become powerful tools for classifying and clustering large databases with high accuracy and speed. Neural networks maximize the efficiency of business processes in fulfilling a number of operational and strategic tasks that are formulated and presented as the result of scientific research.