INVESTIGATING THE IMPACT OF AI ON PERSONALIZATION AND CUSTOMER ENGAGEMENT IN INTELLIGENT MARKETING STRATEGIES

<p>The integration of Artificial Intelligence (AI) into marketing strategies has revolutionized the way businesses engage with consumers, enabling the delivery of hyper-personalized experiences through advanced data analysis, machine learning, and predictive modeling. This paper conducts a critical literature review of recent research (2020–2025) to examine the role of AI in enhancing personalization and customer engagement. By analyzing peer-reviewed articles, industry reports, and case studies, the review explores key developments in AI-driven personalization, recommendation systems, real-time engagement, sentiment analysis, and predictive analytics. It also addresses pressing ethical concerns, including data privacy and algorithmic bias, and evaluates the implications of these issues on consumer trust. Moreover, the paper identifies research gaps, particularly in the areas of long-term impact, ethical governance, and sector-specific applications. The findings suggest that while AI significantly improves marketing effectiveness, its adoption must be guided by transparent, ethical, and human-centered frameworks to maximize benefits and minimize risks. The paper concludes by proposing directions for future research and practical guidelines for responsible AI implementation in intelligent marketing strategies.</p><p><strong> </strong></p><p><strong>JEL:</strong><strong> </strong>M31; M15; C55; D83; L86<strong></strong></p><p> </p><p><strong> Article visualizations:</strong></p><p><img src="/-counters-/soc/0998/a.php" alt="Hit counter" /></p>