Data-Driven Marketing: Harnessing Artificial Intelligence to Personalize Customer Experience and Enhance Engagement

Abstract

This study explores the integration of artificial intelligence (AI) in data- driven marketing to personalize customer experiences and enhance engagement. Using a qualitative research approach through literature review and library research, this paper examines various AI-driven marketing strategies and their impact on customer interactions. The analysis reveals that AI technologies, such as machine learning, predictive analytics, and natural language processing, have revolutionized marketing by enabling personalized content, product recommendations, and dynamic customer segmentation. These advancements allow marketers to analyze vast amounts of customer data, identifying behavioral patterns and preferences with precision. The findings also emphasize the role of AI in enhancing customer engagement through automated communication tools, such as chatbots and personalized email campaigns, which increase customer retention and satisfaction. Despite the benefits, the study highlights the challenges associated with AI adoption, including data privacy concerns and the need for specialized skills to manage AI-driven tools effectively. By synthesizing current research, this paper contributes to understanding how AI can be leveraged to create more personalized and engaging customer experiences, ultimately driving business success. The research suggests that organizations must balance innovation with ethical considerations to fully harness the potential of AI in marketing.