=Paper=
{{Paper
|id=Vol-3665/paper1
|storemode=property
|title=Cybersecurity Role in AI-Powered Digital Marketing
|pdfUrl=https://ceur-ws.org/Vol-3665/paper1.pdf
|volume=Vol-3665
|authors=Vasyl Buhas,Ihor Ponomarenko,Natalia Buhas,Hennadii Hulak
|dblpUrl=https://dblp.org/rec/conf/decat/BuhasPBH24
}}
==Cybersecurity Role in AI-Powered Digital Marketing==
https://ceur-ws.org/Vol-3665/paper1.pdf
Cybersecurity Role in AI-Powered Digital Marketing
Vasyl Buhas1, Ihor Ponomarenko2, Natalia Buhas1, and Hennadii Hulak3
1 Kyiv National University of Technologies and Design, 2 Mala Shyianovska str., Kyiv, 01011, Ukraine
2 State University of Trade and Economics, 19 Kyoto str., Kyiv, 02156, Ukraine
3 Borys Grinchenko Kyiv Metropolitan University, 18/2 Bulvarno-Kudriavska str., Kyiv, 04053, Ukraine
Abstract
Digitalization of human activity leads to a change in the types of economic activity and
everyday behavior patterns of most consumers in the world. The development of
innovative information technologies leads to the introduction to the market of
qualitatively new products that are integrated into the Internet and are in high demand
among modern users. The presence of a highly competitive environment encourages
companies to identify ways of optimal development with the involvement of advanced
approaches that will ensure high positions in the functioning market and form an
economically justified demand for brand products from users. Achieving the presented
tasks involves the use of modern marketing strategies in the digital environment. Thanks
to the optimization of various digital marketing tools, it is possible to ensure long-term
communications with the target audience and achieve a high level of loyalty among
different groups of users. The use of modern web analytics tools allows generating
information about various phenomena on the company’s web resources. The
development of server technologies makes it possible to accumulate large sets of
heterogeneous data and process them thanks to the use of machine learning algorithms.
The evolution of data processing methods, thanks to the use of various mathematical
methods and models, has led to the widespread use of artificial intelligence in modern
conditions. The effectiveness of artificial intelligence is explained by the ability to learn
from large amounts of information and adapt the results of modeling to the changing
influence of internal and external environmental factors. The above advantages led to the
integration of artificial intelligence algorithms in digital marketing, which made it
possible to ensure a qualitatively new level of digital tools implementation in the process
of interaction with the target audience. Digital marketing communications led to the
accumulation of various information about the company’s activities and personal data of
users, which involves the construction of a secure data storage system against the
criminal actions of third parties. The approaches implemented in modern cybersecurity
systems make it possible to reliably protect the information of all participants involved
in marketing processes in the digital environment. The combination of digital marketing
tools, artificial intelligence algorithms, and modern cybersecurity technologies allows to
achieve a multiplicative effect in increasing the economic results of companies’ activities.
Keywords 1
Artificial intelligence, communications, cybersecurity, data, digital marketing,
optimization, target audience.
DECaT’2024: Digital Economy Concepts and Technologies, April 4, 2024, Kyiv, Ukraine
EMAIL: buhas.vv@knutd.edu.ua (V. Buhas); i.v.ponomarenko.stat@gmail.com (I. Ponomarenko); ncbugas@ukr.net (N. Buhas);
h.hulak@kubg.edu.ua (H. Hulak)
ORCID: 0000-0001-8317-3350 (V. Buhas); 0000-0003-3532-8332 (I. Ponomarenko); 0000-0003-2457-1505 (N. Buhas); 0000-0001-9131-
9233 (H. Hulak)
©️ 2024 Copyright for this paper by its authors.
Use permitted under Creative Commons License Attribution 4.0 International (CC BY 4.0).
CEUR Workshop Proceedings (CEUR-WS.org)
CEUR
ceur-ws.org
Workshop ISSN 1613-0073
Proceedings
1
1. Introduction authentication and authorization,
cryptographic protocols, threat detection
In the modern world, the concept of big data, methods, hash functions, digital signature,
which is connected with the digitalization of encryption, etc. When implementing
global and national economic systems, has information protection systems, it is expected
gained significant distribution [1]. Thanks to to find the optimal ratio between the cost of
powerful servers and specialized software, digital security technologies and the obtained
companies have the opportunity to accumulate economic effect [3]. Excessive spending of
information about various processes within monetary resources on the creation of a
structural divisions. An important source of company’s cybersecurity system may not
data is the Internet, since a large number of correspond to the value of the data that the
operations, including interaction with users, company owns, which will contribute to
are carried out by companies on the global significant economic losses [4]. Integrating
network. Information acts as a valuable artificial intelligence into a company’s digital
resource that must be analyzed using modern marketing strategy allows companies to
machine learning algorithms and effective identify hidden relationships in the data and
management decisions are formed based on use the results to improve the company’s
the results obtained. Google Analytics 4 and performance. Along with this, it is possible to
other web analytics tools allow companies to connect artificial intelligence with the
accumulate large amounts of information company’s cybersecurity system, which will
based on a customized system of metrics, and make it possible to bring the data protection
the list of indicators may change due to system to a qualitatively new level [5].
changes in the internal and external
environment of the company. Scientific and 2. Related Works
technical progress and increased competition
stimulate the active development of digital Information protection systems are constantly
marketing tools that allow to accumulation of being improved in connection with the use of
new data and use the results of modeling based new technologies by criminals to acquire private
on large volumes of information for further data. The presence of high demand for effective
qualitative improvement of strategies for cybersecurity systems prompts scientists in
interaction with the target audience. different countries of the world to conduct
Opportunities to accumulate large volumes of comprehensive research to identify more
heterogeneous information in the process of effective approaches to the preservation of
implementing marketing strategies in the various user groups’ data. The high technology of
digital environment provide companies with modern cybersecurity is based on scientific
significant prospects for further development, achievements in the field of information
along with this a complex of threats arises technology and data protection at various levels
regarding the illegal use of data by third of processing and storage. Innovations in related
parties. The use of information by criminals to fields are integrated into protection systems,
commit fraudulent activities can cause losses which allows the identification of new directions
to the company and its customers, as well as of cybersecurity development and optimization
lead to a deterioration of the image of the of information flow processes at various levels of
respective brand. To minimize the risks of company functioning.
illegal possession of information by criminals, The work [6] reveals the essence of
the company must implement an effective data cybersecurity and the main directions of its
protection system. At the current stage of implementation by companies in modern
development, there is a large number of conditions. Based on the surveys, the author
specialized cybersecurity systems that allow established the main strategies and
companies to resist threats of theft of personal characteristic differences that influenced the
data and information related to commercial choice of the appropriate data protection
secrets [2]. Cybersecurity technologies involve system in each of the studied companies. It has
the use of a large number of algorithms, among been established that the preventive approach
which the following must first be noted: is used by the majority of companies when
2
building cybersecurity systems, and the second 3. The Aim
most popular is the protection methodology
using preventive actions. The creation of an effective system for
The work [7] is devoted to the combination protecting the company’s information at
of cybersecurity and artificial intelligence. The various levels is one of the important strategic
study revealed the features of generative tasks in today’s conditions. Communications
artificial intelligence integration in the with users, partners, and competitors in the
construction of effective cybersecurity digital environment led to the formation of large
systems. The authors present strategies for volumes of specific information that can be used
using artificial intelligence in the construction to optimize the company’s strategy in the long
of defensive and offensive information term. The existence of threats of illegal
protection strategies in modern conditions. acquisition of company information leads to the
The potential risks that may arise in need to create an effective cybersecurity system
connection with the use of ChatGPT by that meets today’s requirements and can
attackers in the process of implementing quickly adapt to challenges and threats in future
complex strategies for acquiring business periods. Thanks to a comprehensive analysis of
information and personal data of interested existing areas of information protection, it is
persons have been identified. possible to identify approaches that can be
The Internet acts as an important source of rationally used by the specifics of a particular
data for the company, and effective company’s activities and strategic goals, taking
management decisions are formed based on into account the cost of cybersecurity
the methods of intellectual information technologies and the economic efficiency of the
analysis. In this aspect, it is important to pay implemented measures. A significant increase
attention to the following article [8], which in the popularity of machine learning
examines the features of the intellectual algorithms and artificial intelligence use
analysis application in cybersecurity. Thanks involves conducting comprehensive research
to the application of modern methods of on the vectors of information protection
researching large information arrays, effective technology development and obtaining a
systems for auditing and detecting intrusions multiplier effect due to the joint use of these
into databases are being developed. approaches. Identification of new methods of
Features of the use of cybersecurity data processing and technologies for involving
approaches in digital marketing are presented in various objects in information exchange allows
the work [9]. The authors proved the for improving cybersecurity systems. Thanks to
effectiveness of implementing digital marketing the use of scientifically based approaches, the
strategies as an innovative direction of economic probability of developing more effective
activity and the importance of ensuring the information protection systems that will
inviolability of generated data for fraudulent minimize the risks of acquiring and using data
activities. Scientific research allows companies to for criminal purposes increases significantly.
conclude the importance of integrating modern Among the applied directions, it is advisable to
cybersecurity technologies in the process of pay attention to digital marketing, because in
combating cybercrime. Research is planned to the process of interaction with users,
identify future data theft threats and develop companies get access to a large amount of
preventive measures. personal data on legal grounds. Ensuring ethical
The work [10] reveals the features of norms in marketing and maintaining a positive
providing private data in the Metauniverse. image of companies involves the application of
Scientists have proven the importance of a advanced concepts in the field of cybersecurity.
comprehensive analysis of immersion It is appropriate to evaluate the role of artificial
technologies, artificial intelligence, and intelligence in the implementation of marketing
blockchain, which are used for the effective strategies as an important element of ensuring
functioning of the Metaverse. The use of the integrity of the information space and
effective systems for the protection of private countering cyber threats. Modeling various
information acts as an important prerequisite approaches to the construction of information
for increasing the level of customer loyalty to protection systems allows to identification of
companies in the digital universe.
3
optimal solutions and the building of a real information technologies. The growing
functioning system of countermeasures against demand for data protection systems in the
the illegal acquisition of business information digital environment encourages the
and personal data [11, 12]. continuous introduction of advanced
algorithms for processing large amounts of
4. Models and Methods information. Fig. 1 presents the main
cybersecurity algorithms that are used in
modern conditions in the construction of
In the 21st century, cybersecurity systems have
effective systems for countering illegal
undergone significant transformations due to
acquisition of private information.
the intensive introduction of innovative
CYBERSECURITY ALGORITHMS
Access Control Methods
Cryptographic Protocols
Infrastructure Security
Authentication and
Digital Signatures
Threat Detection
Hash Functions
Authorization
Network and
Encryption
Methods
Figure 1: Basic cybersecurity algorithms [13, 14]
The effectiveness of cybersecurity algorithms Asymmetric encryption involves the use of
explains their active use in the implementation public and private keys. The public key is used
of marketing strategies in the digital only to transform data into an unreadable form.
environment. The features of the main The private key allows decryption of the
algorithms are disclosed below and the features transformed information by persons using the
of their use in digital marketing are given. specified tool. This approach minimizes the risks
1. Encryption plays an important role in the of cybercriminals taking possession of the
company’s data protection system, as it allows private key and using the obtained data to
transforming information into an unreadable commit criminal acts. Asymmetric encryption
form for outsiders. The presence of special keys algorithms include Diffie-Hellman Key Exchange,
for decryption allows access to primary data only Digital Signature Algorithm (DSA), ElGamal,
to authorized persons. The main types of Elliptic Curve Cryptography (ECC), Lattice-Based
transformation of information into an Cryptography, Post-Quantum Cryptography
unreadable form are symmetric and asymmetric (PQC), Rivest-Shamir-Adleman (RSA).
encryption [15]. The use of modern cybersecurity
Symmetric encryption involves the use of a approaches to data encryption in digital
single key for data encryption and decryption. marketing allows companies to ensure the
The risk of the presented approach is the need confidentiality of business information and
to provide access to the key to at least two personal data of users, the integrity of the
people, which leads to an increase in the company’s information system, and helps to
probability of third parties taking possession of achieve a high level of trust among all
the decryption tool. Among the symmetric participants. Payment tools, customer bank
encryption algorithms, the most widely used details and transactions integrated into
include Advanced Encryption Standard (AES); marketing systems remain inaccessible to
Blowfish; Camellia; Data Encryption Standard outsiders thanks to encryption. Encrypting e-
(DES); International Data Encryption Algorithm mails minimizes the risk of personal data being
(IDEA); Serpent; and Twofish. accessed for fraudulent activities. Content
4
plays an important role in the implementation • Protection on servers. In the process of
of marketing strategies in the digital recording private information and keys
environment, which in certain cases must be on specialized servers, it is advisable to
protected from unauthorized copying and use hash functions for protection. In the
distribution. case of illegal access to the servers,
2. Hash functions allow to transformation of attackers will only be able to get hold of
large amounts of information into short hash the hash values of the passwords, which
values with a specified length. The have no value without decryption [16].
development of information technologies • Cryptographic protocols. This group of
leads to the appearance of vulnerabilities in approaches involves the use of pseudo-
existing hash functions and the development of random numbers and a system of
new, more secure hash functions that allow for additional parameters that allow
a high level of big data protection. At the generation hash functions with a high
moment, the following hash functions are level of protection. Thanks to the use of
among the most popular: Message Digest cryptographic protocols, it is possible to
Algorithm 5 (MD5), RACE Integrity Primitives implement highly effective cybersecurity
Evaluation Message Digest (RIPEMD), Secure systems for various participants in the
Hash Algorithm 1 (SHA-1), Secure Hash economic environment.
Algorithm 256-bit (SHA-256), Secure Hash The use of hash functions in digital
Algorithm 3 (SHA-3), Whirlpool. The main marketing makes it possible to achieve a high
areas of hash functions used in cybersecurity level of information protection, including data
systems are: integrity, inviolability of personal information,
• Data integrity check. Thanks to the use of etc. The data obtained through the use of web
hash functions, it is possible to identify analytics tools can be depersonalized by
the facts of data transformation in the hashing methods. Information transformation
process of transmission. The end makes it impossible to leak personal data and
consumer of the data has the opportunity use it for fraudulent activities. Hash functions
to determine the hash value of the allow access to photo and video materials only
received data and conduct a comparative to certain categories of consumers who have
analysis with the sent hash. received the appropriate permissions.
• Password protection. The use of hash 3. Digital Signatures. The presented group
functions allows to storage of passwords of algorithms makes it possible to identify the
in a secure form since the external system originality of documents and establish cases of
only contains a cache of a specific information replacement by intruders. The
password. When the user enters a main algorithms include Digital Signature
password, the hash for the specified Algorithm (DSA), Edwards-curve Digital
combination of access characters is Signature Algorithm (EdDSA), Elliptic Curve
compared with the stored authentication Digital Signature Algorithm (ECDSA), Hash-
cache. When implementing this approach, based Message Authentication Code (HMAC),
attackers do not have the opportunity to Multifactor Digital Signature Algorithms,
access the real password, and it is almost Rivest-Shamir-Adleman (RSA).
impossible to use a hash to generate an The companies’ implementation of complex
access code with correct characters. marketing strategies in the digital
• Protection of digital signatures. environment includes the involvement of
Digitization processes have led to the innovative technologies, among which
intensification of digital signatures used machine learning algorithms, artificial
as an effective tool for certifying the intelligence, and cybersecurity are of great
authenticity of documents and messages. importance [17]. Fig. 2 shows the directions for
Using hash functions makes it possible to using digital signatures in digital marketing as
verify signed content by determining the an effective cybersecurity tool for companies.
hash for a specific document and To interact with certain categories of users,
comparing it using a public key to a it is advisable to use email marketing, which
template digital signature. involves sending themed emails with text
messages and specialized content. The use of
5
digital signatures allows for the transparency and users and allows for optimization of the
of communications between companies and conversion rate. There are many players in the
users, making it impossible for cybercriminals online advertising market, which allows
to falsify official e-mails of respective brands cybercriminals to create fake advertising
during transmission. messages to gain access to users’ confidential
The growth of Internet users in the information. Thanks to digital signatures, it is
conditions of digitalization stimulates the possible to authenticate advertising messages
active development of various types of and identify criminal content. The use of digital
advertising. Thanks to the use of artificial signatures in Internet advertising allows to
intelligence, Internet advertising is shown to ensure the trust of advertising networks and
the target audience, which increases the other market participants.
efficiency of interaction between companies
DIGITAL SIGNATURES IN MARKETING
INFORMATION SECURITY
Compliance and Regulation
Brand Trust and Reputation
Content Authentication
Secure Transactions
Email Marketing
Contract Signing
Ad Verification
Figure 2: Using digital signatures in digital marketing [18] Anti-Phishing
Today’s users, especially members of is advisable to pay attention to the image
Generation Z and Alpha, are interested in generation service based on the text
learning new content regularly. To meet the description, into which Dall-E 3 and ChatGPT
existing demand, companies must post are integrated. The combination of Dall-E 3 and
relevant photos, videos, audio, and text ChatGPT allows to creation of images
information on social media, which helps to containing the interaction of several complex
retain the target audience. The creation of a visualized objects. Accordingly, attackers can
complete and secure information environment create fake content that mimics the corporate
for the company involves the provision of style of certain brands.
content authentication. Users have the Among the problems of modern digital
opportunity to ensure their security in the marketing, when building an effective
digital environment by checking the presence information protection system, it is necessary
of a digital signature on relevant content to pay attention to the phishing of web
associated with a specific company. This resources. Attackers impersonate legitimate
approach is important because content participants in the exchange of personal data
generation in today’s environment is becoming and illegally use passwords to access financial
more accessible thanks to the use of artificial and personal information. Fig. 3 shows the
intelligence. Among the latest developments, it main phishing methods.
6
PHISHING METHODS
Spoofed Identity
Antivirus Bypass
Use of Social
Look Legitimate
Spam Filters and
Links and
Attachments
Engineering
Attempts to
Social
or Logo
Media
Figure 3: Methods of phishing [19]
4. Authentication and Authorization. In the of the physiological characteristics of each user
digital environment, authentication systems prevent unauthorized access to private
based on machine learning algorithms, which information by outsiders.
replace outdated methods based on entering The popularity of social networks among a
passwords and other symbolic information, are large number of users forces companies to create
becoming more widespread. Currently, the complex strategies for interaction with the target
following algorithms are used: Biometric audience in these media. By socio-economic,
Authentication; Certificate-Based demographic, and psychological characteristics,
Authentication; Kerberos; OAuth and OpenID different groups of users permanently use
Connect; Multi-Factor Authentication (MFA); appropriate social networks for
Password-Based Authentication; Passwordless communications. To ensure the protection of
Authentication; Public Key Infrastructure (PKI); accounts and personal data, social media users
Single Sign-On (SSO); Smart Cards and PKCS#11; can use two-step authentication (Fig. 4). The
Token-Based Authentication. Artificial presented approach involves the use of several
intelligence allows customers to use a person’s digital channels for confirming the owner of an
face, voice, etc. as an identifier. The accuracy of account on social media.
machine learning algorithms and the uniqueness
Figure 4: Two-step authentication [20]
The next stage is authorization, which mathematical models to identify anomalous
represents the process of determining the level cases that differ in distribution indicators from
of authenticated persons’ access to certain the characteristics of the general population
information. The different level of access rights [21]. To detect abnormal or criminal actions,
to functionality and information is justified by modern cybersecurity systems can use various
a complex of factors, including the options of a algorithms:
certain digital product. For digital marketing • Signature-Based Detection. The presented
tools, authentication is a very important method is implemented by comparing
feature, as it allows companies to create signatures from the existing database and
products with special rates that reveal a clearly performing operations. The high efficiency
defined set of capabilities to subscribers. of threat identification is due to the
5. Threat Detection Methods. The study of presence of various digital threat
large data arrays involves the use of various description templates in the databases,
7
but there are risks of inefficiency in the of powerful servers for processing
case of threats with new technical information contributed to the growing
characteristics. popularity of machine learning and
• Anomaly-Based Detection. Within a artificial intelligence. The presence of
certain system, a baseline of normal many machine learning algorithms makes
behavior with statistically reliable levels of it possible to identify the optimal
deviation is established. Deviations approaches for creating effective
outside the limits are identified as cybersecurity systems based on the
potential threats to the information specifics of individual enterprises’
environment. This approach can be used activities. The effectiveness of machine
for known and new types of threats. The learning and artificial intelligence used in
complexity of configuring Anomaly-Based the field of cybersecurity is manifested in
Detection can lead to false identification of the rapid response to adaptive and
threats. complex cyber threats [22].
• Heuristic Analysis. To identify threats, In digital marketing, machine learning and
rules, and algorithms are used, which are artificial intelligence algorithms have gained
adjusted to scientifically based standards significant popularity, as they allow companies
of behavior normality, which include to increase the level of interaction with the
expert assessments, historical data, and target audience and optimize economic results.
existing information system security Along with this, the use of machine learning
criteria. The flexibility of the presented and artificial intelligence in the cybersecurity
approach allows for the adaptation of the system of digital marketing allows achieving a
threat identification system to specific high level of information protection related to
needs. commercial secrets and containing the
• Machine Learning and AI. The development personal data of customers. Fig. 5 presents the
of mathematical algorithms for processing machine learning algorithms used to ensure
big data and the appearance on the market digital marketing information security.
MACHINE LEARNING ALGORITHMS
REINFORCEMENT
SUPERVISED LEARNING UNSUPERVISED LEARNING
LEARNING
Random Forest Cluster Analysis Q-Learning
Deep Deterministic Policy
Support Vector Machines Principal Component Analysis
Gradients
Multi-Agent Reinforcement
Deep Learning Models Isolation Forest
Learning
Ensemble Methods Self-Organizing Maps Monte Carlo Tree Search
Logistic Regression Autoencoders Recurrent Neural Networks
Gradient Boosting Gaussian Mixture Models Evolution Strategies
Figure 5: Machine learning algorithms in digital marketing cybersecurity [23, 24]
8
The presence of many machine learning Authentication (MFA), Role-Based Access
algorithms allows us to test and create various Control (RBAC), Single Sign-On (SSO), Time-of-
systems for protecting the information Access Control, etc.
environment of digital marketing. The main
directions of using mathematical algorithms in 5. Further Research
this field are phishing detection, malware
detection, intrusion detection, user and entity
The presented study reveals the specifics of
behavior analytics, ad fraud detection, sentiment
implementing effective cybersecurity systems
analysis, anomaly detection, dimensionality
to protect information that is used to ensure
reduction, network traffic analysis, content
the functioning of digital marketing strategies
recommendation, behavior analysis, content
of various companies. Digitization processes
clustering and tagging, botnet detection,
contribute to the intensification of legal and
dynamic network security, optimizing
illegal technologies development for
cybersecurity incident response strategies, user
processing large arrays of heterogeneous
access control, optimizing ad placement
information. The integration of artificial
strategies in digital marketing, recognize and
intelligence into cybersecurity systems makes
respond to evolving attack patterns, etc.
it possible to optimize the processes of
6. Cryptographic Protocols. The presented
combating illegal acquisition of information for
technology is used to protect information
fraudulent and criminal actions. Strengthening
transmitted over the Internet. Establishing
the interaction between companies and users
secure interaction between systems in the
in the digital environment through the use of
digital environment is carried out through the
advanced marketing tools involves the
use of special key exchange protocols. Modern
integration of advanced cybersecurity
cryptographic protocols include Hypertext
approaches based on artificial intelligence
Transfer Protocol Secure (HTTPS), Internet
algorithms. Further scientific research
Protocol Security (IPsec), Open Authorization
involves determining the optimal methods of
(OAuth), Pretty Good Privacy (PGP), Secure
processing large amounts of marketing
Sockets Layer/Transport Layer Security
information using machine learning methods
(SSL/TLS), Secure/Multipurpose Internet Mail
to ensure the protection of existing
Extensions (S/MIME).
information. It is appropriate to pay attention
The use of cryptographic protocols in digital
to the features of the protection of visual
marketing makes it possible to achieve a high
content of companies, as artificial intelligence
level of data confidentiality and authentication.
services for image creation are gaining
The presented technology is used during
popularity in the market, for example, a
interaction between users and web resources
product with integrated Dall-E and ChatGPT.
when receiving information during the
implementation of advertising campaigns on
the Internet [25]. 6. Conclusion
7. Network and Infrastructure Security. This
group includes algorithms used to identify and Information protection is one of the priority
counter attacks in networks. The main tasks in all types of economic activity. Building
algorithms are Firewall Algorithms, Honeypot an effective cyber protection system allows
and Deception Technology Algorithms, Intrusion companies to ensure the inviolability of
Detection and Prevention Algorithms (IDPS), business data and personal information of
Intrusion Detection System (IDS) Signature- users. Observance of trade secrets allows
Based Algorithms, Virtual Private Network companies to gain advantages over
(VPN) Encryption Algorithms, etc. [26]. competitors in the market, and reliable storage
8. Access Control Methods. The presented of customer information ensures a high level of
methods enable different groups of users to mutual trust and a loyal attitude of the target
access different information by the established audience. The emergence of new machine
rights. Modern algorithms include Adaptive learning algorithms used by artificial
Access Control, Attribute-Based Encryption intelligence stimulates the further
(ABE), Biometric Access Control, Blockchain- development of cybersecurity systems.
Based Access Control, Multi-Factor Artificial intelligence masters the elements of
9
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