This text explores the transformative influence of artificial intelligence (AI) on contemporary marketing communications. It highlights the latest tools and technologies that enable the creation of innovative advertising campaigns designed to capture consumer attention in an ever-changing and information-saturated environment. It emphasizes the importance of incorporating neural networks into the educational training of future marketing professionals, equipping them with the skills to effectively utilize cutting-edge tools for automating workplace processes. Expanding on this, the integration of AI into marketing communications is not merely a trend but a strategic necessity. AI-powered tools, such as predictive analytics, chatbots, and content generation algorithms, are revolutionizing how businesses interact with their audiences. These technologies allow marketers to personalize customer experiences, optimize advertising budgets, and predict consumer behavior with unprecedented accuracy. For instance, AI-driven platforms can analyze vast amounts of data in real time, enabling companies to adjust their strategies dynamically and stay ahead of competitors. The role of AI in education is pivotal for preparing marketing specialists to thrive in a tech-driven industry. By incorporating AI-based training modules, students can gain hands-on experience with tools like machine learning algorithms, natural language processing, and automated campaign management systems. This approach ensures that future professionals are not only familiar with theoretical concepts but also adept at applying them in practical scenarios. Finally, the research underscores that the adoption of AI in marketing communications is essential for achieving competitive advantages in today’s business landscape. Companies that fail to embrace AI risk falling behind in a market that demands constant innovation and adaptability. By leveraging AI, businesses can streamline operations, enhance customer engagement, and foster long-term growth, making it a cornerstone of modern marketing strategies.

The article presents the results of studies on the treatment scheme efficacy for columnaris in Pterophyllum scalare, common under private aquarium husbandry conditions. To establish the diagnosis, the clinical features of the diseased fish, pathological and anatomical changes and the results of microscopic and microbiological studies were taken into account. Separate chemical and microbiological parameters of aquarium water were also studied. It was established that fish disease developed against the background of adverse changes in the chemical composition and microbiocenosis of aquarium water. High alkalinity and excess of phosphates compared to the norm provoked accumulation of opportunistic microbiota, resulting in a balance disorder in the parasite-host system and development of clinical manifestation of the fish disease. During the disease outbreak, bacteriological indices of water indicated a high level of organic contamination and a low intensity of water self-purification processes. Clinically, the disease was manifested in P. scalare by decrease in appetite and motor activity, onset of ulcerative lesions of various shapes and sizes on the surface of the body and on the gill covers. Selected pure cultures of Flavobacterium columnare showed sensitivity to enrofloxacin (growth retardation zone 31.3 ± 1.0 mm); moderate resistance was found to tylosin. The microorganisms were resistant to amoxicillin, doxycycline, benzylpenicillin and tetracycline. Microscopic studies of intestinal specimens of dead P. scalare revealed numerous motile flagellates. It has been shown that an effective treatment regimen that provides recovery for 70% of diseased P. scalare is the use of enroxil 10% solution for five days, metronidazole three times a day, and “API MelaFix” for seven days. It is proved that the following measures are effective to restore the disrupted hydro-balance: periodic water replacement in the amount of 20% of the total volume, providing the aquarium with active aeration systems, planting slow-growing plants and reducing the amount of fish food provided. The measures developed were efficient, they led to elimination of the outbreak of columnaris in the P. scalare and to restoration of biological equilibrium in a closed aquatic ecosystem.

The article examines marketing-oriented foresight as a strategic tool for agrarian enterprises amid global instability. The theoretical and methodological foundations of integrating the marketing approach with foresight technologies in agricultural strategic management are defined. The authors substantiate an original concept of «marketing-oriented foresight» that combines prognostic-analytical methods, market orientation, and strategic planning adapted to agribusiness specifics. A structural-functional model for marketing-oriented foresight implementation across enterprises of various sizes is proposed, and international experience is analyzed with recommendations for Ukrainian adaptation. The impact of digitalization, climate change, and geopolitical turbulence on the strategic marketing transformation of agrarian enterprises is analyzed. Special attention is paid to environmental variables — carbon footprint, biodiversity conservation, soil health, and circular-economy principles — as core components of foresight. The EU Green Deal and Farm to Fork strategy are shown to function not merely as regulatory constraints but as key drivers of marketing-oriented environmental adaptation; neglecting these dimensions leads to systematic overoptimism regarding export competitiveness in EU markets. The interdependence between marketing orientation level and foresight effectiveness is established. A methodological approach to assessing enterprise readiness for marketing-oriented foresight implementation is proposed and empirically tested through a survey of 130 agrarian enterprises in Kharkiv, Poltava, Dnipropetrovsk, and Sumy oblasts (2021 and 2023). Directions for further development of foresight practices in Ukraine's agricultural sector under post-war recovery and European integration are outlined.