A STUDY ON ROLE OF AI IN PERSONALIZING DIGITAL MARKETING STRATEGIES

ABSTRACT Artificial Intelligence (AI) has transformed how businesses interact with customer, especially in the digital marketing Iandscape. This paper explores the role of AI in personalizing marketing strategies, enhancing customer engagement, and improving return on investment (ROI). The study reviews current AI tools, their application in customer segmentation, predictive analytics, chatbots, recommendation system, and personalized content delivery. The research also discusses challenges and future implications, highlighting AI’s growing influence on the evolution of digital marketing. In the era of digital transformation, businesses are increasingly adopting Artificial Intelligence (AI) to gain a competitive edge in marketing .AI plays a vital role in personalizing digital marketing strategies by analyzing vast volumes of customer data, identifying behavioral patterns, and delivering relevant content to individual users in real-time. This study explores how AI technologies -such as machine learning, natural language processing, predictive analytics, and recommendation engines-are revolutionizing customer experiences through personalization. By enabling marketers to create hyper -targeted campaigns, automate customer interaction, and optimize content delivery, AI significantly enhances user engagement, customer loyalty, and return on investment (ROI). Keywords: Digital Marketing ,custimer data/data analytics