How AI can be used in Personalized Marketing

How AI can be used in Personalized Marketing

Chaman Thakur, Aakash Sharma, Gaurav Kumar Tiwari, Garige Shravya, Varsha Chaudhary

Under the Guidance of Dr. Vandana

Masters of Business Administration
LOVELY PROFESSIONAL UNIVERSITY PHAGWARA, PUNJAB

 ABSTRACT

The focus of this abstract is to establish the possibility and applicability of AI in enhancing and transforming conventional approaches to achieving better and effective customer segmentation for marketing propose; thus boosting firm’s performance. As the strength of big data in market segmentation, as well as the rising levels of competition intensify, personalization becomes a critical pillar within customer-focused strategies. When one talks of consumerism, AI contributes towards insight of big data about consumers, exceeding expectations and satisfying needs of the consumer. The goal of this research is to evaluate whether AI based targeted marketing strategies can foster valuable customer relationships and build customer loyalty. An analyse of both qualitative and quantitative model will be carried out so as to obtain a big picture of the subject matter. Some of the more quantitative research methods employed to learn about AI’s place in the targeted marketing process are interviews with marketers, AI experts, and executives. At the same time, quantitative questionnaires will be conducted to capture consumers’ perceptions about personal marketing communication and its impact on consumers decision making. Some of the core areas like data acquisition and processing, recommendation system, predictive models and client segmentation will be examined to understand on how AI enhances the personalization idea. The research will also seek to establish challenges that arise in areas like data privacy, ethical practices, and constraints in technologies that hinder effectiveness of AI in marketing. The present research aims at outlining the strategies for integrating AI into individualized marketing initiatives through an analysis of the data collected from various sources. The research outcomes will help to enhance the growing literature on Marketing in the context of AI while offering practical insights to firms on how to enhance Customer experiences for competitive advantage. Last but not least, this study could contribute to enabling marketing professionals, corporate strategists and policymakers to integrate the application of AI for the purpose of improving and enhancing the concept of marketing personalization in a more and more digitalized environment, in the future.

Keywords:
Artificial Intelligence (AI), Personalized Marketing, Data-Driven Marketing, AI-Powered Chatbots, Data Privacy and Ethics, Marketing Automation, Customer Segmentation.