The Relationship Between AI-Driven Personalization and Consumer Behaviour in Digital Marketing

Abstract This comprehensive research examines the transformative impact of artificial intelligence-driven personalization on consumer behavior within the digital marketing landscape. The study reveals that AI-driven personalization has fundamentally altered how consumers interact with brands, creating sophisticated expectations for tailored experiences while driving significant improvements in business outcomes. Through analysis of current market trends, consumer preferences, and technological capabilities, this research finds that 92% of organizations worldwide are implementing AI-driven personalization strategies, with leading companies achieving 10-20% improvements in sales ROI.