AI and its usage in enhancing online marketing strategies for Ukrainian e-commerce platforms

Yeva Kondratenko

Bachelor's thesis

Abstract:

This bachelor thesis focuses on the integration of AI into online marketing strategies existing in the Ukrainian e-commerce sector and explores its influence on business performance. Precisely, the approach was made to Rozetka and Prom – the country's leading market players – with a view to understand how AI-driven tools drive sales engagement, customer conversion, and profitability while weighing up the associated cost with AI adoption to understand if the implementation is financially viable. Key indicators, including revenue, net profit, and net margin, were analyzed using publicly available financial data over multiple quarters via time series visualizations. The findings indicate that the results are very mixed. For example, Rozetka saw a slight growth in revenues after the inclusion of AI; at the same time, its net profit decreased by 6.02%, which means that the benefit was partly offset by implementation costs. Indicators of Prom went down in all positions, and net profit decreased by more than 32%. These results show that while AI may increase the operational efficiency of firms, their financial return is still blurred in the short run. AI is affected by high implementation costs, adaptation challenges, and broader economic conditions that make it effective or not in marketing strategies.

Keywords

artificial intelligence, online marketing, machine learning, digital advertising, e-commerce, neural networks, customer engagement

Language used: English

Date on which the thesis was submitted / produced: 26. 3. 2025

Thesis defence

• Date of defence: 23. 5. 2025
• Supervisor: Ing. Kristýna Kučírková, MSc
• Reader: Ivan Hrbek, Ing.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Bachelor programme:
Business Administration