Target audience management using artificial intelligence tools
https://doi.org/10.35854/1998-1627-2025-2-196-204
Abstract
Aim. The work aimed to consider modern procedures for target audience management based on the use of artificial intelligence (hereinafter referred to as AI) tools in the online media space, and to propose recommendations for the use of such tools in target audience management.
Objectives. The work seeks to study the specifics of modern processes and methods of target audience management; to compile a practical and methodological review and present a description of the AI-based tools and services for managing the target audience.
Methods. The methodological and theoretical basis was the use of a systems approach to the analysis of the study subject, conceptual approaches set out in the works of Russian and international scientists in the context of the use of AI in target audience management. The work employed analysis and integration to reveal the essence of the modern process of target audience management, present a methodological review of tools and services for managing the target audience based on AI, and identify the advantages and difficulties of using AI in the procedures for managing it.
Results. The author provides a description of the procedure for managing the target audience based on the targeting method, conducts an overview of the tools for managing it in the online media space based on the information and communication and digital analytical technologies. The advantages and difficulties of introducing AI into the target audience management are revealed, and recommendations for using AI to optimize these processes are formulated.
Conclusions. Theoretical and practical issues on the specifics of the modern process of managing the target audience in the online media space are studied. As a result, the advantages and difficulties of using AI in target audience management procedures, as well as the conditions and key results of implementing AI tools and services in the field under consideration are determined, and recommendations for their use are proposed.
About the Author
I. A. Yumasheva
North-Western Institute of Management — branch of the Russian Academy of National Economy and Public Administration under the President of the Russian Federation
Russian Federation
Competing Interests:
Russian Federation
Irina A. Yumasheva, PhD in Pedagogy, Associate Professor, Associate Professor at the Department of Journalism and Media Communications
57/43 Sredniy Ave. V.I., St. Petersburg 199178, Russia
Competing Interests:
The author declares no conflict of interest related to the publication of this article.
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Review
For citations:
Yumasheva I.A. Target audience management using artificial intelligence tools. Economics and Management. 2025;31(2):196-204. (In Russ.) https://doi.org/10.35854/1998-1627-2025-2-196-204
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