Chapter ХVIII. A management framework for maximizing the realization of the generative potential of AI-tools as a modern trend in marketing communications

- Shkeda, Oleksandr (orcid.org/0000-0003-3161-5983) (2026) Chapter ХVIII. A management framework for maximizing the realization of the generative potential of AI-tools as a modern trend in marketing communications Project Report. ФОП Ямчинський О.В., м. Київ, Україна.

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Abstract

The paper has transformed the Agile-methodology and provided its variant compositional concept, where the focus of attention shifts from software development management to the management of creation of informational products that have marketing potential. A feature of such a transformation is the fact of using the generative potential of artificial intelligence. The work has investigated and adapted to the generative paradigm such an Agile method as Scrum. This has been done by reassessing its artifacts and integrating generative artificial intelligence tools into them. Special attention is paid in the paper to such an aspect of the Scrum method as the User Story, because it highlights the marketing potential of the generative capabilities of AI. The INVEST technique has been provided for formulating the optimal User Story, and the advantages and challenges of using User Story in AI generation processes are also have been identified.

Item Type:	Monograph (Project Report)
Additional Information:	Shkeda O. Chapter ХVIII. A management framework for maximizing the realization of the generative potential of AI-tools as a modern trend in marketing communications: Monograph / [Collective of authors]; edited by Osadchyi Viacheslav and Pinchuk Olha – Kyiv : Sole Proprietor Yamchynskyi O.V., 2026. – p. 246-258. ISBN 978-617-8877-52-1. Шкеда О. Розділ XVIII. Система управління максимізацією реалізації генеративного потенціалу інструментів ШІ як сучасний тренд у маркетингових комунікаціях: монографія / [авт. колектив]; за ред. Осадчого Вячеслава та Пінчук Ольги. – Київ: ФОП Ямчинський О.В. 2026. – С. 246-258. ISBN 978-617-8877-52-1.
Keywords:	AI, Artificial Intelligence, AI-management, Agile, Scrum, Marketing Communications, Generative Artificial Intelligence.
Subjects:	Science and knowledge. Organization. Computer science. Information. Documentation. Librarianship. Institutions. Publications > 00 Prolegomena. Fundamentals of knowledge and culture. Propaedeutics > 004 Computer science and technology. Computing. Data processing > 004.9 Application-oriented computer-based techniques Science and knowledge. Organization. Computer science. Information. Documentation. Librarianship. Institutions. Publications > 3 Social Sciences > 33 Economics. Economic science
Divisions:	Institute for Digitalisation of Education > Generic resouse
Depositing User:	д.пед.н. Анна Яцишин
Date Deposited:	02 Nov 2026 00:02
Last Modified:	02 Nov 2026 00:02
URI:	https://lib.iitta.gov.ua/id/eprint/750375

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