The Impact of Artificial Intelligence on Personalized Marketing: Enhancing Customer Engagement and Ethical Considerations

– The rapid advancement of artificial intelligence (AI) has significantly transformed the field of marketing by enabling data-driven decision-making, personalized customer experiences, and improved operational efficiency. This research paper examines the role of artificial intelligence in modern marketing and its impact on consumer engagement and managerial decision-making. The study is based on secondary data collected from academic journals, industry reports, and publications by international organizations. The findings suggest that AI-driven tools such as predictive analytics, chatbots, recommendation systems, and sentiment analysis enhance customer interaction, improve targeting accuracy, and support strategic marketing decisions. However, challenges related to data privacy, ethical concerns, and implementation costs remain significant. The paper concludes that artificial intelligence has the potential to reshape marketing practices when implemented responsibly and supported by appropriate regulatory frameworks.