This work explores the role of AI in improving the effectiveness of promotional offers in both retail and online marketing in the face of growing competition and consumer expectations. Traditional methods of analysis lack accuracy and efficiency, while AI's ability to process large amounts of data allows us to predict the results of promotional campaigns. Today, AI tools play an important role in planning marketing strategies, helping to adapt to consumer preferences and changes in strategy. AI analytical capabilities allow companies to increase the effectiveness of promotional campaigns, introduce product innovations, and attract customers.