Personalized Marketing through AI: Exploring Consumer Preferences and Purchase Behaviour

This research explores how Artificial Intelligence (AI) is revolutionizing personalized marketing by influencing consumer preferences and purchase behaviour. With tools like machine learning, natural language processing, and predictive analytics, businesses are shifting from traditional marketing to tailored strategies that enhance consumer interaction and loyalty. This study examines the effectiveness, perception, challenges, and future scope of AI-driven personalization through surveys and qualitative analysis. It aims to highlight both the opportunities and ethical challenges posed by such technologies in shaping consumer engagement.