Mazur Vitalii, Candidate of Sciences in Public Administration, Associate Professor, Associate Professor of the Department of Economics, Accounting and Taxation, Vinnytsia Educational and Scientific Institute of Economics, Western Ukrainian National University, Vinnytsia, Ukraine

ORCID: 0000-0002-8133-7355
e-mail: v.g.mazur@wunu.edu.ua

Yarova Yuliia, Candidate of Economic Sciences, Associate Professor of the Department of Marketing and Advertising, Vinnytsia Institute of Trade and Economics of State University of Trade and Economics, Vinnytsia, Ukraine

ORCID: 0000-0003-0334-7264
e-mail: y.yarova@vtei.edu.ua

The Application of Artificial Intelligence in the Marketing of Administrative Services in the Context of Digital Transformation

Abstract. Introduction. This article examines the theoretical and practical applications of artificial intelligence (AI) in marketing administrative services within the context of the digital transformation of public sector organizations. Global digital transformation is radically changing public administration and the delivery of administrative services. Countries that actively implement information and communication technologies achieve significant improvements in the efficiency of public administration, transparency, and citizen satisfaction. Today, marketing of administrative services is evolving into a comprehensive system of interaction between the state and service consumers—citizens and businesses—and is no longer merely an informational tool. Artificial intelligence plays an increasingly significant role in this system, from analyzing public needs to facilitating personalized communication and predicting demand for administrative services. Despite significant progress, the application of AI to marketing, including the promotion, personalization, and evaluation of the effectiveness of administrative services, remains underexplored in Ukrainian academic literature. This underscores the relevance and practical significance of this study.

Purpose. The purpose of this article is to examine the theoretical and practical aspects of applying artificial intelligence to the marketing of administrative services in the context of digital transformation and to develop a marketing cycle model for administrative services integrating AI technologies.

Results. The article analyzes the impact of modern AI tools, such as machine learning, natural language processing, predictive analytics, and recommendation systems, on improving the quality of administrative service delivery. It also develops a marketing cycle model for administrative services that integrates AI technologies. In addition, the key challenges associated with the implementation of AI in the marketing of administrative services are identified, and possible solutions are proposed with due regard to the Ukrainian context.

Conclusions. The findings indicate that the integration of artificial intelligence into the marketing of administrative services enhances the quality and efficiency of service delivery, supports personalized interaction with citizens, improves decision-making processes, and creates new opportunities for the digital transformation of public administration..

Keywords: artificial intelligence; administrative services marketing; digital transformation; Big Data; e-government; predictive analytics; public administration..

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