Advertising has always been and remains an important part of companies’ operations. With the development of technology, its implementation and forms are constantly changing, allowing marketers to find new ways to influence consumers and promote products. One of these new forms, namely advertising created with the assistance of artificial intelligence, will be analyzed in the research. The research aims to assess the impact of technology on the development of marketing communications. The study applies ANNOVA techniques to achieve the paper’s aims. A general review of the possibilities of using artificial intelligence to improve the marketing campaign and modern developments in artificial intelligence technologies that can (or will) be implemented in the marketing industry was conducted. Many options for realizing all the benefits provided by the technology, aside from the possibility of increasing the efficiency of advertising and collecting user data, were highlighted. The results of the ANOVA modeling allowed confirming the hypothesis about the existence of a statistically significant difference in the perception of the advertising video created by artificial intelligence, as opposed to videos created exclusively by humans. Additionally, there was a statistically significant difference in the perception of the video created by artificial intelligence with regards to the gender factor. The authors briefly reviewed real-life cases of artificial intelligence technologies used by some large companies and showed their efficiency indicators. The authors also surveyed a group of people about their impressions of several commercials, one of which was written by artificial intelligence and the others not. The research brings new knowledge to modern marketing theory and allows for a fresh look at the current principles of advertising campaigns and further development of technologies in this area.

This study investigates the management process of innovations commercialization and its essence. Nowadays, establishing and ensuring the efficiency of innovations commercialization process is an objective precondition that creates material values. It also creates new demand in the market, shifting the emphasis from the production of enterprises to various management fields, creates new ways of capital substitution and enhances the level of innovation activity profitability. The aim of the research is to analyze indicators and characteristics of implemented instruments of sales policy at innovation active enterprises in order to estimate the influence of sales policy parameters to innovation level. There are many factors and trends that motivate enterprises to search for new ways to ensure their competitiveness. Findings revealed that there is a need to develop new technologies that ensures the profitability growth and activities optimization through capital mobility into areas with higher productivity and profitability. Sales policy is a necessary precondition for operation performance and further development of enterprises. Sales policy parameters significantly affect the level of innovation activity of industrial enterprises. Each of sales policy tools has an individual impact on the enterprise activity dynamics and can have positive or negative effect.

The efficient sales policy of the machine building innovatively active enterprises is connected with its rational process financing. Optimal determination of innovative production distribution expenses is top-priority element to increase economic subject’s activity profitability and to increase its competitive positions at the market. Thus, planning of costs for innovatively active machine building enterprises sales has to be based on economic and rationally adaptive mathematic tools to industrial enterprises activity specific. Practical implementation of the mentioned task is possible owing to economic and mathematic model to plan costs for innovatively active enterprises production, which preconditions urgency of the given research. Besides the tools investigation is also urgent and it allows to foresee future expenses amounts for sales, demand for production and profit of the innovatively active industrial enterprise, behavior in future depending on market situation. The article deals with scientific and methodic approach to optimize distribution expenses of the innovatively active industrial enterprises in Ukraine. Economic and mathematic modeling methods allowed to formalize models to plan distribution expenses of innovatively active enterprise, demand and profits, that is prerequisite to form prognostications by proper directions. Practical implementation of the suggested scientific and methodic approach on the example of machine building enterprise in Ukraine results in confirmation of models correspondence and establishment of inefficiency to distinguish expenses. It gives evidence about necessity to optimize expenses of enterprise and to introduce active managerial decisions concerning its activity profitability growth

In the conditions of the spread of globalization processes, growing interdependence, and interconnectedness of countries, a significant intensification of the academic society efforts to ensure national energy security and independence is necessary. The purpose of the paper is to provide a systematic review of the scientific environment aimed at analysing the contents and features of scientific publications dealing with new trends and patterns in sustainable energy consumption. In order to create a semantic and definition basis and research the main trends of scientific publications on the subject of developing energy efficiency and sustainable consumption, the paper carried out a bibliometric analysis concerning the categories «energy efficient» and «energy consumption» using the Scopus and VOSviewer tools. The main question is, what are the main scientific and research trends and patterns in the field of energy efficiency and sustainable consumption? For this purpose, the quantity and quality tendencies of the scientific articles which are studying issues connected with energy efficiency and sustainable consumer behaviour were determined. A sample of more than 24000 scientific publications on this issue was generated from publications indexed by the Scopus database. The study period covers 2001-2021. On the global level, the analysed investigated area is represented by the countries: China, the USA, and India. VOS viewer tools were used to systemize 5 clusters of scientific articles that analysed sustainable energy consumption from different points of view. Identification of regularities in the developing of scientific approaches to energy-efficient consumption and developing sustainable energy sector was carried out using bibliometric analysis, which has made it possible to describe the dominant retrospective evolutionary and temporal tendencies in the development of this theory concerning the concepts of sustainable development, environmental management, and development of renewables. As a result, one of the most significant trends is a green brand and tendencies connected with developing green marketing and green consumer awareness.