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In this paper we described the main trends of consumer behavior in the conditions of digitalization of the economy in Russia, the United States and China, the drivers of development of marketing theory and practice and the questions for further research are identified. We are convinced that the transformation of consumer behaviour necessitates the urgent need for qualitative changes in the work of marketers through the use of artificial intelligence tools, the ability to collect and process large amounts of data, as well as omnichannel communication with consumers.

Comparative analysis of trends in Russian, Chinese and American consumer behavior in the digital environment