International Journal of Innovative Research in Computer and Communication Engineering
ISSN Approved Journal | Impact factor: 8.771 | ESTD: 2013 | Follows UGC CARE Journal Norms and Guidelines
| Monthly, Peer-Reviewed, Refereed, Scholarly, Multidisciplinary and Open Access Journal | High Impact Factor 8.771 (Calculated by Google Scholar and Semantic Scholar | AI-Powered Research Tool | Indexing in all Major Database & Metadata, Citation Generator | Digital Object Identifier (DOI) |
| TITLE | The Impact of Artificial Intelligence on Personalization in Digital Marketing |
|---|---|
| ABSTRACT | Artificial intelligence (AI) has fundamentally altered the landscape of digital marketing, particularly in the realm of personalized marketing strategies. This research examines how machine learning, natural language processing, and predictive analytics empower brands to tailor content, offers, and experiences for individual consumers. Building on contemporary case studies and global industry surveys, the study employs a mixed-methods approach, combining a quantitative survey of consumers and qualitative interviews with marketing professionals. Findings reveal that more than 70% of marketers leverage AI to create hyper-targeted campaigns that dramatically increase customer engagement and retention. AI-powered tools, such as recommendation engines and automated content generation, allow real-time adaptation to customer preferences and behaviors, generating measurable improvements in click-through rates and purchase conversions. However, the surge in AI adoption has introduced complex challenges—most notably in ethical data usage, consumer privacy, and algorithmic bias. Respondents in the study express positive attitudes towards AI’s impact on customer satisfaction and loyalty, but voice concerns about loss of human creativity and potential intrusiveness. The research concludes that while AI-driven personalization is essential for competitive advantage in digital marketing, organizations must adopt responsible data management, transparency, and continuous algorithm audits to sustain trust and regulatory compliance. Recommendations are provided for balance between automation efficiencies and ethical marketing practices. By bridging academic theory with actionable insights for practitioners, this article contributes to the evolving literature and offers guidance for marketers seeking to harness AI responsibly and effectively. |
| AUTHOR | DR. S. KIRUBA DEVI, DR.R. AKASH, DR. A. SANGEETHA Assistant Professor, PG & Research, Department of Commerce, Sri Ramakrishna College of Arts & Science, Coimbatore, India |
| VOLUME | 182 |
| DOI | DOI: 10.15680/IJIRCCE. 2026.1403011 |
| pdf/11_The Impact of Artificial Intelligence on Personalization in Digital Marketing.pdf | |
| KEYWORDS | |
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