Actual problems of innovative economy and law

Journal "Actual problems of innovative economy and law" is included in category B for specialties: in the field of knowledge "Management and administration": 073, 076 (order of the Ministry of Education and Science of Ukraine dated 23.08.2023 No. 1035) and 071, 072, 075 (order of the Ministry of Education and Science of Ukraine dated 12.20.2023 No. 1543); in the field of knowledge "Social and behavioral sciences" 051 (order of the Ministry of Education and Science of Ukraine dated August 23, 2023 No. 1035); in the field of knowledge "Law" - 081 and "Public management and administration" - 281 (order of the Ministry of Education and Science of Ukraine dated 12.20.2023 No. 1543).
Registration of an entity in print media: Decision of the National Council of Ukraine on Television and Radio Broadcasting No. 1390 dated 11/16/2023. Media identifier: R30-02018
The journal is indexed in the International Scientific Center of Index Copernicus International

The implementation of innovative technologies in energy sector companies

# 28 154-157 Download/view the full text of the article

УДК: 001.895:338.45:620.9.

DOI: https://doi.org/10.36887/2524-0455-2026-3-28

Pavlova Olena
Doctor of Economics, Professor, Head of the Department of Economics and Trade
Lesya Ukrainka Volyn National University
https://orcid.org/0000-0002-8696-5641
Pavlov Kostiantyn
Doctor of Economics, Professor, Professor of the Department of Economics and Trade
Lesya Ukrainka Volyn National University
https://orcid.org/0000-0003-2583-9593
Nahirska Kateryna
PhD in Economics, Associate Professor, Department of Accounting and Auditing
Lutsk National Technical University
https://orcid.org/0000-0002-2792-8162
Sur’yak Alla
PhD in Economics, Associate Professor, Associate Professor in the Department of Economics and Trade
Lesya Ukrainka Volyn National University
https://orcid.org/0000-0002-3094-9941
Semenov Nazarii
PhD, Assistant Lecturer in the Department of Economics and Trade
Lesya Ukrainka Volyn National University
https://orcid.org/0009-0007-5078-2417

The article presents a comprehensive study of the theoretical foundations and practical aspects of implementing innovative marketing technologies at energy enterprises in the context of global digitalization. The authors reveal the essence and evolution of marketing tools, from traditional media to modern interactive solutions grounded in the Marketing 4.0 concept. The authors propose a classification of innovative technologies based on four key criteria: functional purpose, level of technological complexity, interaction channels, and type of innovation. Attention is paid to the characteristics of breakthrough technologies, such as artificial intelligence (AI), big data analytics (Big Data), marketing process automation, content marketing, and social-mobile tools. It is proven that AI enables the automation of routine operations, improves the personalization of offers, and provides 24-hour customer service through chatbots. Big Data analysis serves as the foundation for predictive modeling and accurate audience segmentation, thereby increasing the effectiveness of advertising campaigns. The paper analyses in detail international experience (Amazon, Netflix, Nike) and successful cases of Ukrainian companies (Rozetka, Monobank, Silpo). The impact of wartime realities on the pace of digitalization in Ukraine is examined, where innovative technologies have become a tool for business survival and adaptation to critical conditions, ensuring the continuity of communications and stability of business processes. Methodological recommendations for the phased implementation of technologies are developed, including a digital maturity audit, the selection of optimal tools, and an efficiency monitoring system. It is substantiated that successful transformation of the energy sector is possible only with a comprehensive approach that combines technological investments with the development of personnel competencies and organizational changes.

Keywords: innovative technologies, digital marketing, artificial intelligence, Big Data, personalisation, automation, omnichannel, digital business transformation, technology implementation, efficiency, customer experience, mobile technologies, microeconomics, macroeconomics, the energy sector.

References.

  1. (2026). Avtomatizatsiya marketynhu: 5 klyuchovykh momentiv [Marketing automation: 5 key points]. eSputnik. https://esputnik.com/uk/blog/avtomatizaciya-marketingu-5-klyuchovih-momentiv?utm_source=
  2. Vytvytska, O., Suvorova, S., & Koriuhin, A. (2022). Vplyv tsyfrovoho marketynhu na rozvytok pidpryiemnytstva v umovakh viiny [The impact of digital marketing on business development in war conditions]. Ekonomika ta Suspilstvo, (40). https://doi.org/10.32782/2524-0072/2022-40-66
  3. Yevtushenko, N., & Stetsenko, D. (2024). Tsyfrova transformatsiia biznesu v umovakh viiny v Ukraini: vyklyky ta mozhlyvosti [Digital business transformation in conditions of war in Ukraine: Challenges and opportunities]. Economic Space, (191), 211–216.
  4. Zaiachkovska, H. (2024). Marketynhovi mozhlyvosti pidpryiemstv na osnovi shtuchnoho intelektu [Marketing opportunities for enterprises based on artificial intelligence]. Transformational Economy, 2(7), 17–22. https://doi.org/10.32782/2786-8141/2024-7-3
  5. Karpenko, N., Ivannikova, M., Bilousko, T., Yaloveha, N., & Zakharenko-Seleznova, A. (2023). Innovatsiini marketynhovi tekhnolohii dlia pidpryiemstv maloho biznesu [Innovative marketing technologies for small business enterprises]. Scientific Bulletin of Poltava University of Economics and Trade, 3(109), 46–53.
  6. (2026). Keis: yak avtomatizatsiya email-marketynhu prynesla onlain-birzhi tekstiv ROMI 303% [Case study: how email marketing automation brought 303% ROMI to an online text exchange]. SendPulse. https://sendpulse.ua/blog/email-marketing-automation-for-content-exchange?
  7. Koberniuk, S. O., Naboka, R. M., & Maksymenko, Yu. M. (2025). Analiz vykorystannia Big Data u rozrobtsi efektyvnykh marketynhovykh kampanii [Analysis of Big Data usage in developing effective marketing campaigns]. Aktualni Pytannia Ekonomichnykh Nauk. https://a-economics.com.ua/index.php/home/article/view/452/458
  8. (2026). Yak shtuchnyi intelekt zminiuie tsyfrovyi marketynh: doslidzhennia ukrainskykh naukovtsiv [How artificial intelligence is changing digital marketing: A study by Ukrainian scientists]. SCI314. https://sci314.com/news/yak-shtuchnyi-intelekt-zminiuie-tsyfrovyi-marketynh-doslidzhennia-ukrainskykh-naukovtsiv/
  9. Pavlova, O., Pavlov, K., Tkachuk, Yu., & Bilo, I. (2021). Tsyfrovizatsiia, yak osnovnyi faktor rozvytku biznesu [Digitalization as the main factor of business development]. International Scientific Journal “Internauka”. Series: Economic Sciences, 17(117), 38–43. https://doi.org/10.25313/2520-2057-2021-17
  10. Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: strategy, implementation and practice (7th ed.). Pearson.
  11. Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0: Moving from Traditional to Digital. Wiley.
  12. Pavlov, K., Pavlova, O., Kotsko, T., Novosad, O., Matiychuk, L., Tomashevska, A., Shabala, O., & Pylypiv, N. (2023). Functioning efficiency of the electricity market of the western region of Ukraine. Polityka Energetyczna – Energy Policy Journal, 26(2), 47–64. https://doi.org/10.33223/epj/163195

Quote article, APA style

Pavlova O. , Pavlov K. , Nahirska K. , Sur’yak A. , Semenov N. The implementation of innovative technologies in energy sector companies. Actual problems of innovative economy and law. 2026. №3. 154-157 pp. https://doi.org/10.36887/2524-0455-2026-3-28

Quote article, MLA style

Pavlova O. , Pavlov K. , Nahirska K. , Sur’yak A. , Semenov N. The implementation of innovative technologies in energy sector companies. Actual problems of innovative economy and law. https://doi.org/10.36887/2524-0455-2026-3-28