ROLE OF ARTIFICIAL INTELLIGENCE IN PERSONALIZED MARKETING

Abstract

“In today's digital landscape, Artificial Intelligence revolutionizing the field of marketing with its unparalleled ability to deliver personalized experiences at scale. Personalized marketing is a marketing strategy that includes creation of customized content, product suggestions, and messages for customers, based on their individual data profiles, behavioral patterns and preferences. The present research delves into the influence of AI innovations on customer experience in business, including machine learning, natural language processing, predictive analytics, and recommendation systems.” The data were collected through a structured questionnaire which was administered to the respondents across a wide age group and digital usage which were complemented with a comprehensive literature review and industry literature reports. A comprehensive literature review and industry reports were used to complement primary data gathered using a structured questionnaire administered to respondents across a wide age group and digital usage. The results show that most consumers love customization, but have strong reservations about the collection and use of their data. The study concludes that AI-powered personalisation has “vast commercial potential” but businesses seeking to earn consumer trust for the long-term must responsibly, transparently and with consumer consent use data. Guidance is given to marketers and policy makers on how to ethically and effectively leverage artificial intelligence.