An Exploration of Consumer Engagement Strategies Through the Lens of Artificial Intelligence in Marketing Personalization

Abstract

The study uses consumer involvement theory to examine AI's potential to change marketing through personalization. Using client data and past encounters, AI may adapt messaging and boost engagement. Gamification motivates consumers—AI provides individualized gamified marketing for greater brand interactions. Predictive algorithms employ user data to customize adverts, product recommendations, and demographic content. NLP systems assess sentiment from social media/reviews. Companies can make messaging more engaging. Conversational AI improves consumer connections with real-time product recommendations and support. Personalization increases satisfaction and loyalty, but data privacy requires transparency and user control. AI-driven tailored marketing must be diverse to avoid bias.