Personalization of marketing for today and the future: The role of artificial intelligence

Abstract

Advances in artificial intelligence significantly impact the marketing industry as a whole, including customers, enterprises, and the market environment. The intersection of artificial intelligence with particular marketing topics, such as personalization, offers significant potential for both present and future marketing. This study aims to examine the personalization concept within AI intersections perspective; with that aim, a literature review methodology is used. Seven intersection areas are presented in the study: advanced customer segmentation and targeting, predictive analytics for personalized marketing, emotion recognition and sentiment analysis, context-aware personalization, dynamic content generation and customization, intelligent recommendation systems, and personalized customer service and chatbots. Each intersection area contains one example business case. The study also includes solutions and recommendations, and future research directions.