INVESTIGATING THE IMPACT OF AI ON PERSONALIZATION AND CUSTOMER ENGAGEMENT IN INTELLIGENT MARKETING STRATEGIES
DOI:
https://doi.org/10.46827/ejmms.v10i1.1922Nøgleord:
artificial intelligence, personalization, customer engagement, predictive analytics, chatbots, algorithmic bias, ethical marketing, generative AIResumé
The integration of Artificial Intelligence (AI) into marketing strategies has revolutionized the way businesses engage with consumers, enabling the delivery of hyper-personalized experiences through advanced data analysis, machine learning, and predictive modeling. This paper conducts a critical literature review of recent research (2020–2025) to examine the role of AI in enhancing personalization and customer engagement. By analyzing peer-reviewed articles, industry reports, and case studies, the review explores key developments in AI-driven personalization, recommendation systems, real-time engagement, sentiment analysis, and predictive analytics. It also addresses pressing ethical concerns, including data privacy and algorithmic bias, and evaluates the implications of these issues on consumer trust. Moreover, the paper identifies research gaps, particularly in the areas of long-term impact, ethical governance, and sector-specific applications. The findings suggest that while AI significantly improves marketing effectiveness, its adoption must be guided by transparent, ethical, and human-centered frameworks to maximize benefits and minimize risks. The paper concludes by proposing directions for future research and practical guidelines for responsible AI implementation in intelligent marketing strategies.
JEL: M31; M15; C55; D83; L86
Article visualizations:
Referencer
Amin, M. M. (2024). AI-Powered Personalized Marketing: A Deep Dive into Customer Segmentation and Targeting. International Journal of Science, Engineering and Management, 11(12). https://doi.org/10.36647/ijsem/11.12.a001
Babadoğan, B. (2024). Unveiling the Power of AI-Driven Personalization: Transforming Consumer Behavior in the Age of Digital Marketing. 8(1), 61. https://doi.org/10.62802/fj43xy18
Chang, T. S., & Bau, D. Y. (2024). eXplainable artificial intelligence (XAI) in business management research: a success/failure system perspective. Journal of Electronic Business & Digital Economics, (ahead-of-print). Retrieved from https://www.emerald.com/insight/content/doi/10.1108/jebde-07-2024-0019/full/html
Gunasekaran, K. P. (2023). Exploring sentiment analysis techniques in natural language processing: A comprehensive review. International Journal of Advanced Research in Computer And Communication Engineering Vol. 8, Issue 1, Retrieved from https://arxiv.org/abs/2305.14842
Gungunawat, A., Khandelwal, N., & Gupta, N. (2024). AI-Powered Personalization in Digital Marketing: Transforming Consumer Engagement and Strategy. Research Review International Journal of Multidisciplinary, 9(11), 183–191. https://doi.org/10.31305/rrijm.2024.v09.n11.026
Harshavardhan, K., Sharma, R., & Gupta, P. (2024). Leveraging AI for personalized recommendations: Case studies of Amazon and Netflix. Journal of Digital Innovation, 9(2), 101-115. http://dx.doi.org/10.35629/8028-1309131136
Islam, M. A., Fakir, S. I., Masud, S. B., Hossen, Md. D., Islam, M., & Siddiky, M. R. (2024). Artificial intelligence in digital marketing automation: Enhancing personalization, predictive analytics, and ethical integration. Edelweiss Applied Science and Technology, 8(6). https://doi.org/10.55214/25768484.v8i6.3404
Kedi, W. E., Ejimuda, C., Idemudia, C., & Ijomah, T. I. (2024). AI software for personalized marketing automation in SMEs: Enhancing customer experience and sales. World Journal of Advanced Research and Reviews, 23(1), 1981-1990. http://dx.doi.org/10.30574/wjarr.2024.23.1.2159
Kotyrlo, O., Naboka, R., Nestor, V., Tyshko, D., & Panasenko, O. (2024). Ways to use artificial intelligence to improve the personalisation of marketing strategies and improve the effectiveness of communication with consumers. Multidisciplinary Reviews, 8. http://dx.doi.org/10.31893/multirev.2024spe074
Luu, T. M. N., Mittal, S., & Gupta, S. (2024). Leveraging AI to Tailor Customer Engagement with Personalized Marketing Strategies. Advances in Marketing, Customer Relationship Management, and e-Services Book Series, 195–220. https://doi.org/10.4018/979-8-3373-0219-5.ch010
Lyndyuk, A., Havrylyuk, I., Tomashevskii, Y., Khirivskyi, R., & Kohut, M. (2024). The impact of artificial intelligence on marketing communications: New business opportunities and challenges. Economics of Development, 23(4), 60–71. https://doi.org/10.57111/econ/4.2024.60
Patil, D. (2025). Artificial Intelligence for Personalized Marketing and Consumer Behaviour Analysis: Enhancing Engagement and Conversion Rates. https://doi.org/10.2139/ssrn.5057436
Potwora, M., Vdovichena, O., Semchuk, D., Lipych, L., & Saienko, V. (2024). The use of artificial intelligence in marketing strategies: Automation, personalization and forecasting. Journal of Management World, 2, 41-49. http://dx.doi.org/10.53935/jomw.v2024i2.275
Rini, A. S., Wandrial, S., Lutfi, L., Jaya, I. M. S. A., & Satrionugroho, B. (2024). Data-Driven Marketing: Harnessing Artificial Intelligence to Personalize Customer Experience and Enhance Engagement. Deleted Journal, 1(6), 282–295. https://doi.org/10.59613/akx6j040
Sarioguz, O., & Miser, E. (2024). Assessing the role of artificial intelligence in enhancing customer personalization: A study of ethical and privacy. Retrieved from implications in digital marketing. International Journal of Science and Research Archive. https://doi.org/10.30574/ijsra.2024.13.2.2207
Wang, P. Q. (2025). Personalizing guest experience with generative AI in the hotel industry: there's more to it than meets a Kiwi’s eye. Current Issues in Tourism, 28(4), 527-544. https://doi.org/10.1080/13683500.2023.2300030
Yoldaş, E. N., & Aycı, A. (2024). The Role of Artificial Intelligence in Integrated Marketing Communication: An Evaluation of ChatGPT. Pamukkale Üniversitesi İşletme Araştırmaları Dergisi, 11(2), 611-637. http://dx.doi.org/10.47097/piar.1562412
