Artificial intelligence in marketing: summary of the discussion at SMB Knowledge Transfer

IT Ukraine Association held an SMB Knowledge Transfer event in Kyiv dedicated to current trends in marketing and media analytics, including the impact of artificial intelligence on these areas. The event program included two panel discussions in the format of battles and a case study presentation.

In the first panel discussion, "Key marketing components that will bring leads instead of likes on social media," experts discussed effective marketing strategies aimed at increasing business conversion and profitability. The panel was moderated by Andriy Myroniuk, founder of Myroniuk Consulting, and featured speakers Oleksandr Lapko, CEO of RozetkaPay, and Marian Khomyn, Head of Marketing at UKRSIBBANK BNP Paribas Group.

The second panel discussion, "The Future of Media Analytics: How AI Transforms Data Processing," focused on the role of artificial intelligence in social media data analysis and its impact on marketing strategies. The speakers were Artem Skrypnyk, CEO of FAVBET Tech, and Kateryna Lyashenko, Head of Marketing Research at Havas Media Ukraine. The conversation was moderated by Kateryna Gordienko, VP of Customer Success at YouScan.

During the "battle," participants reviewed the key benefits and risks of using AI to analyze social media data and discussed why it is worth investing in AI in marketing. Particular attention was paid to how AI based on media monitoring data can identify trends and predict changes in consumer behavior to gain competitive advantages.

Artem Skrypnyk said: "Artificial intelligence opens up new horizons for marketers to better understand their audience and respond more quickly to market changes. The introduction of AI in media analytics allows not only to optimize processes but also to create more personalized and effective strategies for customer interaction."

In the end of the discussion, participants agreed that AI implementation can become a game changer for business, but it involves significant investments in development and support and therefore requires a balanced approach to planning and gradual implementation."Artificial intelligence is a long game," emphasized FAVBET Tech CEO.

The event ended with a case study presentation by Maria Myroniuk, Strategic and Creative Director of Myroniuk Consulting, who spoke about five critical communication mistakes that businesses overpay for and shared practical tips on how to avoid them.

The next edition of SMB Knowledge Transfer will take place on November 20 in an expanded format. The topics of the event will be "Evolution of Sales: Modern Challenges for CEOs" and "Capturing New Markets: Strategies and Approaches".