Ai-Powered Personalization Enhancing Customer Engagement In Digital Marketing

Abstract

Artificial Intelligence (AI) is transforming digital marketing by enabling advanced personalization, which has become a cornerstone for enhancing customer engagement. This paper explores the role of AI-powered personalization in creating tailored marketing strategies that resonate with individual consumer preferences. Key applications such as dynamic content recommendations, AI-driven chatbots, predictive analytics, and real-time website customization are examined. The study highlights the benefits of AI in improving customer retention, enhancing user experience, and driving higher conversion rates. Challenges, including data privacy concerns, algorithmic biases, and implementation costs, are also addressed. Finally, emerging trends like hyper-personalization, voice and visual search, and the integration of AI with the Internet of Things (IoT) are discussed. AI-powered personalization is poised to redefine digital marketing, fostering meaningful customer relationships while driving business growth in an increasingly competitive marketplace.