Artificial Intelligence in Digital Marketing Enhancing Personalization and Consumer Engagement

Reduanul; Mohammad Shoeb; Khadiza; Md Zillul

doi:10.25163/business.3110209

Business and social sciences

RESEARCH ARTICLE (Open Access)

Next Contents Vol 3 (1)

Artificial Intelligence in Digital Marketing Enhancing Personalization and Consumer Engagement

Reduanul Hasan^1*, Mohammad Shoeb Abdullah¹, Khadiza Tasnim¹, Md Zillul Karim²

+ Author Affiliations

Business & Social Sciences 3 (1) 1-9 https://doi.org/10.25163/business.3110209

Submitted: 06 November 2024 Revised: 10 January 2025 Published: 14 January 2025

Abstract

Background: In the present day, marketing activities have shifted from generic advertisements to precise and interactive engagement as a result of the digital era. This evolution reflects the impact of more sophisticated technology such as AI, which this study aims for its relevance in the marketing context of specifically targeted groups. There is a striking shift in the focus of marketing from pre campaign activities to strategizing for the use of previously incorporated artificial intelligence (AI). Methods: Marketers can now analyze vast amounts of structured data in a streamlined and timely manner due to the incorporation of AI algorithms and machine learning models. The application of AI and other new technologies has deepened the understanding of consumer purchasing emotions, intelligence that helps their campaigns be tailored to personal needs. Results: As a result, this research seeks to understand the effects of AI on marketing personalization through its customized advertising and product or service promotion. It describes the ways AI has enhanced audience engagement while also attention to major ethical concerns such as data privacy, data security, and the ethical use of consumer information. According to the report, digital marketing and artificial intelligence work better together when privacy and personalization are carefully controlled. Conclusion: The aims reveal how AI could change the marketing landscape that a more prudent approach to client data greater responsibility. The advancement of AI will satisfy the results of consumer technology expectations while failing to meet the expectations of consumer technology evolution, thus transforming digital marketing forever.

Keywords: Artificial Intelligence (AI), Digital Marketing, Personalization, Consumer Behavior, Data Privacy.

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