DIGITAL MARKETING AND CUSTOMER ENGAGEMENT IN THE AGE OF ARTIFICIAL INTELLIGENCE A STUDY OF PERSONALIZATION, TRUST, PRIVACY, AND CONSUMER RESPONSE

Artificial intelligence (AI) is reshaping digital marketing through recommendation engines, conversational agents, predictive analytics, automated content, and individualized customer journeys.These tools can make interactions more relevant and efficient, yet they also raise questions about privacy, transparency, algorithmic bias, and the authenticity of brand communication.This paper develops an integrated framework for examining how AI-enabled personalization, interaction quality, trust, and privacy concern relate to customer engagement and downstream outcomes such as satisfaction, loyalty, and purchase intention.Drawing on research in AI marketing and AI-enabled service, it proposes a quantitative, cross-sectional survey design using a structured questionnaire and five-point Likert items.The proposed analysis includes descriptive statistics, reliability assessment, correlation analysis, multiple regression, and hypothesis testing.Statistical figures included in this document are explicitly illustrative examples generated from synthetic values to demonstrate how results can be presented; they are not observations from real respondents and must not be reported as empirical findings.The paper provides a practical foundation for a student research project and identifies managerial implications for designing customer-centred, transparent, and responsible AI marketing.