Аңдатпа
The study is devoted to the application of the NSGA-III multi-criteria optimization algorithm to solve marketing and advertising problems in the agro-industrial complex (AIC) of Kazakhstan. In the context of increasing competition and digitalization of the economy of the Republic of Kazakhstan, the relevance of the work is dictated by the need to optimize the distribution of marketing budgets of enterprises, taking into account such criteria as the effectiveness of advertising campaigns, coverage of the target audience and cost minimization. The methodology used in the article included the formalization of target functions, constraints and the use of NSGA-III to search for Pareto-optimal solutions. The results obtained during cybernetic modeling generally demonstrate the high quality of solutions (hyper volume), a compromise between the criteria and the dominant role of digital channels (up to 39.8% of the budget). The data obtained during the research confirm the potential applicability of NSGA-III for marketing planning tasks in the agro-industrial complex and can serve as a basis for management decisions at agro-industrial complex enterprises.