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30 April 2025
DOI: 10.26877/df5dwp69
Artificial Intelligence in Personalized Marketing: Strategies for Enhancing Consumer Engagement
Advance Sustainable Science, Engineering and Technology (ASSET)
Universitas Persatuan Guru Republik Indonesia Semarang
đ Abstract
This study examines the use of artificial intelligence (AI) in personalized marketing to boost consumer engagement. Using a systematic literature review from Scopus, DOAJ, and Google Scholar, it finds that AI helps predict consumer behavior, optimize communication, and deliver real-time adaptive content. These capabilities enhance customer satisfaction and loyalty. However, challenges such as data privacy, ethical concerns, and the need for human oversight remain. The study recommends investing in AI-driven analytics, automation, and dynamic content strategies to improve customer experience and interaction.Â
đ Keywords
#AI-driven customer engagement; Predictive analytics in marketing; AI in consumer insights; AI-driven marketing ethics
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Tanggal Publikasi
30 April 2025
Volume / Nomor / Tahun
Volume 7, Nomor 2, Tahun 2025
đ HOW TO CITE
Syaharuddin; Hidayanti, Nur Fitri; Iswanto, Dedy; Ningsih, Nurul Hidayati Indra, "Artificial Intelligence in Personalized Marketing: Strategies for Enhancing Consumer Engagement," Advance Sustainable Science, Engineering and Technology (ASSET), vol. 7, no. 2, Apr. 2025.
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