Authors: Assistant Professor Ms. Pooja Jagatnarayan Dixit
Abstract: The rapid advancement of Artificial Intelligence (AI) has fundamentally transformed the way businesses interact with consumers. In an increasingly competitive marketplace, organizations are shifting from mass marketing approaches to personalized marketing strategies that cater to individual customer preferences, behaviors, and needs. AI technologies such as machine learning, predictive analytics, natural language processing, and recommendation systems have enabled businesses to analyze vast amounts of consumer data and deliver highly customized experiences in real time. This paper explores the role of Artificial Intelligence in personalized marketing, examining its applications, benefits, challenges, and future implications. The study argues that AI-driven personalization not only enhances customer satisfaction and engagement but also reshapes the relationship between brands and consumers by making marketing more relevant, efficient, and customer-centric.
