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Hidayanti, Nur Fitri
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Journal : Advance Sustainable Science, Engineering and Technology (ASSET)

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Artificial Intelligence in Personalized Marketing: Strategies for Enhancing Consumer Engagement Syaharuddin; Hidayanti, Nur Fitri; Iswanto, Dedy; Ningsih, Nurul Hidayati Indra
Advance Sustainable Science Engineering and Technology Vol. 7 No. 2 (2025): February-April
Publisher : Science and Technology Research Centre Universitas PGRI Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26877/df5dwp69

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. 
Co-Authors Abdurahman Abdurrahman Ahadiah Agustina Ahmad Hulaimi AHMAD HULAIMI, AHMAD Akbar, M. Taufik Ariani, Zaenafi Ati, Suci Canda Baiq Reinelda Tri Yunarni Dewi, Novi Yanti Sandra Edrian, Veni Endang Rahmawati, Endang Hudri, Muhammad Ilham Ilham Indri Indri Iswanto, Dedy Kartina Kartina Mappanyompa, Mappanyompa Mardiah Hayati, Mardiah Mega, Baiq Indah Mos Indrawati Nabila, Aprilian Ningsih, Nurul Hidayati Indra Nur Aini Nur'aini, Nur'aini Rahmat Rahmat Siti Lamusiah, Siti Syaharuddin Syaharuddin Syaharuddin Syahrul R, Syahrul Tazhdinov, Magomed Triyunarni, Baiq Reinalda Vera Mandailina, Vera Wibisono, M. Putra