<![CDATA[This conceptual study examines the transformation of marketing strategies through micro-segmentation and customer personalization in the era of Artificial Intelligence and Big Data. The rapid development of AI and Big Data analytics has fundamentally transformed contemporary marketing practices, yet the integration of these technologies into comprehensive frameworks remains inadequately understood. Drawing upon Dynamic Capabilities Theory, Relationship Marketing Theory, AI-Driven Marketing Theory, and Big Data Analytics Capability Theory, this study synthesizes existing literature to develop a coherent conceptual framework using a systematic literature review approach. The results indicate that AI-powered micro-segmentation significantly enhances targeting accuracy, customer engagement, customer satisfaction, and marketing performance. Artificial Intelligence Capability and Big Data Analytics Capability positively influence Micro-Segmentation effectiveness, enabling organizations to identify customer patterns more accurately and create highly detailed customer segments. Micro-Segmentation positively influences Customer Personalization, allowing organizations to develop highly relevant and customized marketing strategies. Customer Personalization positively influences Marketing Performance and mediates the relationship between Micro-Segmentation and Marketing Performance, indicating that the effectiveness of micro-segmentation is realized primarily through personalized customer experiences. However, concerns regarding privacy, algorithmic bias, data governance, and ethical marketing practices remain critical challenges. The study contributes to the marketing literature by integrating AI-driven personalization and micro-segmentation into a comprehensive conceptual framework that can guide future empirical research and managerial decision-making.]]>
