This article elucidates scientific and methodological approaches to optimizing marketing communications within the realm of customs marketing, thereby enhancing the effectiveness of interactions among participants in foreign economic activity. It investigates key factors influencing the implementation of technological innovations and examines a comprehensive range of modern solutions, including the utilization of barcodes and other high-tech tools for process optimization. Significant attention is devoted to the systematization of chatbot tasks designed to achieve communication objectives in the customs sphere, as well as to clarifying the role of human-centricity in management and marketing. The article presents a developed basic structure and a project prototype of the mobile chatbot "FEA Assistant Novorossiya," along with its operational mechanisms, facilitating automation and improved information support for participants in foreign economic activity.
