Beyond Automation: Exploring the Role of AI in Personalized Digital Marketing: Issues and Challenges

Digital marketing has been transformed by artificial intelligence (AI), especially in customizing customer interactions. This study investigates AI-powered tailored marketing and evaluates how it affects customer perceptions, engagement, and conversion rates. Results indicate that although AI improves the efficacy of marketing, issues like ethical data management and privacy concerns still exist. The report emphasizes that to optimize AI's advantages in digital marketing, openness, moral AI adoption, and consumer trust-building are necessary. Keywords—AI, Digital Marketing, Personalized Marketing, Customer Engagement, Privacy, Ethical Challenges