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Abstract
<jats:p>This article examines the transformation of international marketing strategies under the influence of generative artificial intelligence in the context of the digitalization of the global business environment. The relevance of the study is driven by the rapid adoption of generative AI technologies, which are reshaping approaches to international marketing research, market segmentation, personalized marketing communications, cross-cultural content adaptation, and strategic marketing decision-making. The aim of the study is to investigate the impact of generative artificial intelligence on the transformation of international marketing strategies, to systematize modern AI tools according to the stages of the strategic marketing process, and to identify the opportunities and challenges associated with their application in international marketing. The study demonstrates that generative artificial intelligence is transforming the principles of international marketing strategy development by enhancing their adaptability, continuity, and data-driven orientation. The functional capabilities of modern generative AI tools are systematized across different stages of the strategic marketing process, ranging from international market analysis and demand forecasting to personalized marketing communications and cross-cultural content localization. The findings indicate that the adoption of generative AI improves the effectiveness of international marketing research, accelerates managerial decision-making, and strengthens enterprises' ability to adapt to changes in the global competitive environment. The study also reveals that the effectiveness of generative artificial intelligence largely depends on the level of integration of digital platforms into business processes and the implementation of the AI-augmented marketing concept, which combines the capabilities of artificial intelligence with human expertise. At the same time, the widespread adoption of generative AI requires careful consideration of ethical, legal, and information-related risks associated with the reliability of AI-generated content, data protection, copyright compliance, and the cultural sensitivity of marketing communications.</jats:p>