How AI-Driven Personalization Affects Customer Engagement

As the digital world continues to advance, artificial intelligence (AI) is becoming increasingly crucial, pushing businesses to seek out novel ways to engage with consumers. In an era of rising competition, many companies are turning to AI powered strategies to enhance their marketing efforts. This transformation is largely driven by AI and machine learning tools that can influence consumer behaviour. The focus of this study is on the integration of AI within digital marketing, examining its role in creating personalized experiences for consumers and building brand loyalty. In this research a survey was conducted via a questionnaire which targeted to examine the relationship between customer engagement and AI-driven personalization. It also examines that would these AI based strategies turn out to be beneficial for businesses to target and engage their customers. These findings highlight the strategic importance of AI in digital marketing, emphasizing its potential to enhance customer retention and provide businesses with a competitive edge. Additionally, the study points out the value of adopting ethical AI practices that ensure transparency, which in turn can help improve brand performance and build consumer trust.