Role of AI in Personalized Marketing and Consumer Experience

The spread of Artificial Intelligence (AI) in the business industries is rapidly growing and has completely altered the way organisations interact with customers. This essay explores the potential of AI in personalised marketing and customer experience, specifically, the Indian consumer market. The research investigates six key variables, namely AI-driven personalisation, customer data usage, purchase intention, trust and privacy issues, customer satisfaction, and interaction with AI-driven tools, using a structured primary questionnaire conducted on 150 respondents, who are selected based on urban India. To derive insights, descriptive statistics, cross-tabulations, correlation analysis, and comparisons of mean scores are used. Results indicate that a significant proportion of consumers are not only familiar with AI-driven personalisation but they also identify the positive impact it has on buying choices, yet, at the same time, are also worried about data privacy. The research finds strong positive correlations between the quality of AI personalisation and customer satisfaction, and the data transparency and consumer trust. It gives practical advice to marketing professionals, technology creators, and policymakers who want to leverage AI in a responsible manner. The article bridges a critical research gap in the context-specific, primary-data research related to the AI personalisation in the Indian market.