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. 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