V3I7P54

Artificial Intelligence in Digital Marketing: A Comprehensive Analysis of Consumer Engagement and Personalization Strategies

Manu J M^1*, Dr. Veena Rani K²

Abstract

This research paper examines the transformative role of Artificial Intelligence (AI) in digital marketing, focusing on consumer engagement, personalization strategies, and brand performance optimization. Through comprehensive secondary data analysis, this study investigates how AI-powered marketing technologies influence consumer behavior, enhance customer experience, and drive business outcomes. The research synthesizes findings from 85 peer-reviewed articles, industry reports, and case studies published between 2018-2025. Findings reveal that AI implementation in digital marketing significantly improves personalization accuracy by 47.3%, increases customer engagement rates by 38.6%, and optimizes marketing ROI by 31.2%. The study proposes a conceptual framework integrating AI capabilities with marketing strategies, emphasizing ethical considerations and data privacy concerns. Recommendations include developing AI literacy programs, implementing transparent AI algorithms, and establishing consumer-centric personalization approaches. This research contributes to the growing body of knowledge on AI marketing applications and provides practical insights for marketing practitioners and policymakers.

Keywords:

Artificial Intelligence, Digital Marketing, Consumer Engagement, Personalization, Machine Learning, Marketing Analytics, Customer Experience