Abstract
The paper explores and describes methods for integrating artificial intelligence technologies into corporate marketing activities and proposes their classification based on the extent of their impact on consumer perception of a company’s brand. Furthermore, the necessity of developing a deeper understanding of the nature of this impact is substantiated. The study identifies key potential risks and reputational challenges that companies may encounter when implementing artificial intelligence technologies. As part of the research, a survey was conducted to better understand how Ukrainian consumers perceive the use of artificial intelligence by companies – both in communication and content generation, as well as in the internal operations of marketing departments.