ROLE OFAI IN ENHANCING PERSONALIZATIONAND ENGAGEMENT OF CONSUMERS TOWARDS BRAND PRACTICING DIGITALMARKETING

Abstract

AI picks the right audience for ads, making them more successful. AI is changing digital marketing by making it more personal and engaging. It studies customer data—like what people buy, click, or search—to understand their likes and dislikes. This helps businesses show the right ads, product suggestions, and content to each person, making marketing more effective. AI-powered chatbots give quick answers to customer questions, improving service. It also helps send emails at the best time with personalized messages, so more people open them. On social media, AI learns from past campaigns and improves future ones automatically. It can even predict what customers might do next, helping brands prepare better offers. Voice and image search, powered by AI, make shopping easier . In short, AI makes marketing smarter and more customer friendly. It helps businesses connect with people in a way that feels personal, leading to happier customers and more sales. As AI gets better, marketing will become even more tailored and smooth. Artificial intelligence is revolutionizing digital marketing by enabling unprecedented levels of personalization and consumer engagement. This comprehensive research examines how AI- driven technologies analyze consumer behavior data to deliver tailored marketing experiences, optimize customer interactions, and enhance brand loyalty. The findings demonstrate that organizations implementing AI-powered personalization strategies achieve significantly higher conversion rates, customer satisfaction, and competitive advantage in the digital marketplace. The research also addresses critical challenges including data privacy concerns, algorithmic bias, and the balance between automation and human creativity in marketing practices.