Artificial intelligence plays a special role in new technologies used to develop advertising and marketing. Artificial intelligence, which plays a special role in improving the effectiveness of advertising and marketing, has had its say in the business market, and this process continues. A quick search for any product in Internet search engines is an indispensable process for the marketing market. With the help of artificial intelligence, it is possible to present the required product or service in a timely manner, at a high level, taking into account the individual characteristics of the customer using virtual environments and street advertising. In the modern world of cyber-physical systems, machines created using intelligent algorithms facilitate human labor in almost all areas. Intelligent management of a network of smart billboards AI research in advertising and marketing has a positive impact on economic development. The article deals with the application of artificial intelligence in the field of advertising and the principle of their work. In this area, the processes of application of new technologies are studied. When preparing the article, scientific analysis of problems and their solutions, application of results, methodological system approach were used.

The Internet advertising has more capabilities than other advertising tools. Taking into consideration the broad spectrum of the Internet, the study of the effectiveness indicators of the Internet advertising and the identification of problems in this field are considered to be topical issues. The article analyzes the key effectiveness indicators (KEA) to evaluate the effectiveness of the Internet advertising. Moreover, proposals for the effective use of advertising and marketing systems are also provided. Reducing the number of indicators to simplify the effective collection and analysis of the effectiveness indicators of Internet advertising can be promising. In this regard, some statistical and spectral operations are performed on the efficiency values, and effectiveness signs vector is determined. The Euclidean distance between these vectors is seen as the closeness between the two performance measures. The difference from other methods lies in the collection and distribution in the storage area, the distribution of data by the subsystem in the appropriate analysis systems. The processed information consists of numerical, temporary, logical and text data. The article uses a systematic approach and methodology for the scientific analysis of problems and ways to solve them, as well as for summing up.