Artificial Intelligence in Marketing Management: Enhancing Customer Engagement and Personalization

Abstract

Marketing can use artificial intelligence (AI) to your advantage. It makes it easier to create intricate and sophisticated algorithms, expand the number of data and info sources, and improve software's capacity for data management. Brand-user interactions are changing as a result of AI. Machine learning (ML) is a type of artificial intelligence that allows computers to process and comprehend data without the need for explicit programming. In order to shed light on their functions in providing individualised experiences, this article explores crucial machine learning methods including clustering, content-based filtering, collaborative filtering, and predictive modelling. Examining real-world applications across a range of industries, such as retail, social media, email marketing, and e-commerce, highlights successful implementations. The essay examines the disadvantages, including concerns over algorithmic biases and data privacy. Even while it concentrates on the advantages, such as higher conversion rates and happy customers.The paper addresses the moral dilemmas raised by highly customised advertising and looks ahead to new developments like reinforcement learning and natural language processing. Last but not least, this paper offers great study on how ML techniques have altered personalised marketing, which can assist companies in adjusting to the ever-changing landscape of engagement with consumers.