Artificial intelligence for marketing product strategy in the online education market

Abstract

The online education market has experienced tremendous growth, creating a competitive landscape where effective marketing solutions are crucial for success. Artificial intelligence (AI) has emerged as a powerful tool, offering innovative ways to enhance product marketing strategy. The purpose of the article was to highlight the integration of artificial intelligence into marketing product strategies in the online education market and to evaluate the chances of success for launching a new training course implemented through AI algorithms. A systematic review of advanced technologies and products in the AI market was carried out, along with a comparative analysis based on data from various authors and reports from organisations, considering the aspects of interpreting qualitative and quantitative market characteristics. Leaders in the global and Ukrainian online education market were analysed, and research was conducted on the marketing product strategy measures of successful players, indicating qualitative and quantitative data using SimilarWeb and Semrush online services. These results allowed for an analysis of the connection between the identified market segments and influencing factors to make practical recommendations for improving elements of marketing based on the identified issues of products and the online education market. To demonstrate the relevance and effectiveness of the proposals, an approach was applied to test if a product with enhanced AI marketing would fit into the market using the example of the Projector Institute company. The assessment obtained from the calculations showed that AI can strengthen the marketing of online education products, as they will fully meet the interests of interested economic counterparts. The results of the study could be used by marketing, AI experts, product experts, business owners in marketing, etc. to enhance marketing solutions.