Abstract
Abstract: Artificial intelligence (AI) has become increasingly prevalent in various industries, revolutionizing traditional practices and introducing novel approaches. One such domain significantly influenced by AI is marketing, particularly in the realm of personalized marketing. Personalized marketing aims to tailor promotional efforts to individual consumers based on their preferences, behaviours, and demographics. The integration of AI technologies in personalized marketing strategies has promised to enhance targeting accuracy, improve customer engagement, and ultimately drive higher conversion rates Consequently, investigating the impact of AI on personalized marketing holds substantial significance in understanding the evolving dynamics of consumer-brand interactions in the digital age.
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