NEURAL NETWORKS AS A BREAKTHROUGH TECHNOLOGY IN INNOVATIVE BUSINESS
The use of artificial intelligence (AI) or the so-called neural networks (NN) in all types of business is a breakthrough digital technology and is actively developing. The possibilities of using neural networks are growing in a wide range of industries and market sectors. Neural networks can be used, for example, in marketing to organize a productive targeted marketing campaign. They will help to divide market segments, allowing the supplier to choose the appropriate approach for each segment, they can carry out several tasks at the same time, so their use in retail can also be invaluable. In addition, artificial intelligence is able to work with a large amount of data and numbers, so the forecasts made by neural networks can be much more accurate than those that were generated by ordinary statistics or human experts. The second option for using neural networks in retail is to evaluate the entire range of available products. In addition, the ability to predict opens up new horizons for the use of neural networks in finance. When a lot of information passes through a neural network, it is able to make predictions. Since the neural network is self-learning, with the increase in the volume of the results of financial analysis, forecasts will be constantly updated. The use of a neural network in insurance can help to divide customers into groups in order to set prices for each client individually. Moreover, fraud detection is one of the most popular neural network applications in the insurance industry. AI can distinguish fraudulent schemes from frivolous clients. The article shows how digital technologies, in particular, neural networks, are changing different types of business, allowing to introduce innovations at all stages of activity. The emphasis is on the use of artificial neural networks in marketing and sales, opportunities are being explored with their help to evaluate the buyer, offer him goods based on his lifestyle, values, and so on, special attention is also paid to the emergence of a new trend in sales, namely so-called smart bots or chat bots.