ARTIFICIAL INTELLIGENCE IN MARKETING: AN ANALYSIS OF CONSUMER DEMAND MANAGEMENT IN AZERBAIJAN’S LIGHT INDUSTRY

Abstract

This study analyzes the role of artificial intelligence in marketing strategies aimed at managing consumer demand in Azerbaijan’s light industry. The research focuses on innovation-oriented marketing practices and their contribution to improving enterprise performance and enhancing market competitiveness. Particular attention is given to the processes of introducing, commercializing, and diffusing innovative products, where data-driven decision-making and demand forecasting play a crucial role. Using the cases of “Azarxalcha” JSC and “Gilan Textile Park” LLC, the study examines the application of digital and AI-based marketing tools, including consumer behavior analysis, market segmentation, and predictive analytics. The empirical findings demonstrate that the integration of artificial intelligence into marketing strategies supports more accurate demand management and strengthens strategic planning capabilities. The results also reveal persistent structural challenges within the sector, such as a high degree of import dependence, limitations in domestic production capacity, and the need for technological modernization. In response to these challenges, the study highlights the importance of state support mechanisms, cluster-based industrial development, and the wider adoption of artificial intelligence and analytical technologies to improve managerial effectiveness and market adaptability.