The article examines the evolution of artificial intelligence (AI) and its impact on marketing in global and Uzbek contexts, highlighting the shift from theoretical foundations in the 1950s to the integration of generative models in business processes. The relevance of the topic is driven by the exponential growth of AI investments, reaching $252.3 billion in 2024 according to the Stanford AI Index (2025), with a focus on generative AI ($33.9 billion). The methodology combines historical-chronological, quantitative, and qualitative analysis, including case studies of companies such as Amazon, Alibaba, and Uzbek startups Uzum and MyTaxi. The results identify six stages of AI development, demonstrating its role in automation, forecasting, and personalization, where 78% of organizations use AI in business, according to McKinsey (2025). In Uzbekistan, under the 2030 AI Development Strategy, $50 million has been allocated for 86 projects, with a projected GDP contribution of $1.1 billion by 2030 (UNDP, 2025). Discussion of advantages and challenges, including ethical risks and talent shortages, leads to recommendations for public-private partnerships. In conclusion, the potential of AI for sustainable growth in developing economies is emphasized, with the AI market in marketing valued at $47.32 billion in 2025 (SEO.com, 2025).

Artificial intelligence, marketing, digitalization, investments, Uzbekistan

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