Artificial Intelligence in Personalized Marketing: Strategies for Enhancing Consumer Engagement

Authors

  • Syaharuddin Universitas Muhammadiyah Mataram
  • Nur Fitri Hidayanti Universitas Muhammadiyah Mataram
  • Dedy Iswanto Universitas Muhammadiyah Mataram
  • Nurul Hidayati Indra Ningsih Universitas Muhammadiyah Mataram

DOI:

https://doi.org/10.26877/df5dwp69

Keywords:

AI-driven customer engagement, Predictive analytics in marketing, AI in consumer insights, AI-driven marketing ethics

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. 

Author Biographies

  • Syaharuddin, Universitas Muhammadiyah Mataram

    Department of Mathematics Education, Universitas Muhammadiyah Mataram, Indonesia

  • Nur Fitri Hidayanti, Universitas Muhammadiyah Mataram

    Department of Sharia Economics, Universitas Muhammadiyah Mataram, Indonesia

  • Dedy Iswanto, Universitas Muhammadiyah Mataram

    Department of Business Administration, Universitas Muhammadiyah Mataram, Indonesia

  • Nurul Hidayati Indra Ningsih, Universitas Muhammadiyah Mataram

    Department of Retail Management, Universitas Muhammadiyah Mataram, Indonesia

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Published

2025-04-30

Issue

Vol. 7 No. 2 (2025): February-April

Section

Articles