THE ROLE OF ARTIFICIAL INTELLIGENCE (AI) IN PERSONALIZED MARKETING- AN ANALYTICAL VIEW

Abstract

Artificial intelligence (AI) tools greatly impact almost every sphere of human life. This paper attempts to investigate the role of AI in personalized marketing. AI altogether changes the perspective in which companies interact with their consumers. AI enables businesses to acquire profound insights into individual preferences, behaviors, and purchase history by facilitating the accumulation and analysis of vast consumer data. Organizations can enhance user experiences, improve conversion rates, and promote customer engagement by implementing hyper-personalization strategies that leverage machine learning algorithms. Furthermore, AI enables marketers to automate processes such as targeted advertising, brand promotion, content recommendations, and real-time decision-making, thereby optimizing the customer journey across multiple channels and streamlining marketing efforts. Nevertheless, the introduction of AI into marketing also raises significant concerns about data privacy and the potential for over-reliance on automated systems, requiring a balanced approach that balances human interaction with technology. To effectively implement AI-driven personalized marketing, it is essential to prioritize ethical considerations and user trust while embracing technological advancements as the digital marketing landscape continues to evolve. No doubt, AI is revolutionizing marketing personalization across the world.