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All Journal Jurnal Ekonomi dan Kewirausahaan Optimum : Jurnal Ekonomi dan Pembangunan Media Ekonomi dan Manajemen Media Trend: Berkala Kajian Ekonomi dan Studi Pembangunan Journal of Economic, Bussines and Accounting (COSTING) J-MAS (Jurnal Manajemen dan Sains) Sang Pencerah: Jurnal Ilmiah Universitas Muhammadiyah Buton Jurnal Riset Manajemen Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha Program Magister Manajemen Kajian Bisnis STIE Widya Wiwaha J-ADIMAS (Jurnal Pengabdian kepada Masyarakat) Community Engagement and Emergence Journal (CEEJ) Management Studies and Entrepreneurship Journal (MSEJ) Community Development Journal: Jurnal Pengabdian Masyarakat Jurnal Darma Agung Jurnal Bisnis Mahasiswa Journal Of Human And Education (JAHE) Jurnal Riset Akuntansi dan Bisnis Indonesia SWARNA Innovative: Journal Of Social Science Research Research Horizon Jurnal Pengabdian Masyarakat dan Riset Pendidikan SWARNA: Jurnal Pengabdian Kepada Masyarakat Jurnal Pengabdian Masyarakat Widya Wiwaha
Yenni Kurnia Gusti
STIE Widya Wiwaha Yogyakarta
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Public Health Social Sciences Other

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THE ROLE OF ARTIFICIAL INTELLIGENCE IN PERSONALIZING DIGITAL MARKETING AND CUSTOMER EXPERIENCE Siti Nurhayati; Yenni Kurnia Gusti; Tri Apriyono
Journal of Economic, Bussines and Accounting (COSTING) Vol. 9 No. 2 (2026): Journal of Economic, Bussines and Accounting (COSTING)
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/kbcdv620

Abstract

This study aims to examine the role of Artificial Intelligence (AI) in personalizing digital marketing and enhancing customer experience through a literature review approach. The research employs a qualitative method by analyzing various academic journals, books, and scholarly publications related to AI technologies, digital marketing strategies, and customer experience management. The findings indicate that AI plays a significant role in improving marketing personalization through technologies such as machine learning, predictive analytics, recommendation systems, and natural language processing. These technologies enable organizations to analyze customer behavior, predict preferences, and deliver personalized content and services in real time. The study also reveals that AI enhances customer experience by improving responsiveness, efficiency, and customer engagement across multiple digital platforms. However, the implementation of AI also presents several challenges, including data privacy concerns, ethical issues, algorithmic bias, and organizational readiness. Therefore, businesses must adopt responsible AI governance and balance technological innovation with customer trust and data protection. Overall, this research concludes that AI has transformed digital marketing practices and customer experience management by enabling more customer-centered and data-driven business strategies in the digital era.
Co-Authors Agung Jaya Indarto Aini, Shafira Dwi Noer Amanda, Mabella Amelia Rismawati Amruddin, Amruddin Anisa Nur Rokhmah Antonius Ary Setyawan Ary Sutrichastini Astrilita Novia Ratnasari Astuti, Defria Dwi Azizi, Muhammad Chairul Anam, Chairul Coleta Maskikit Davina Aurelia Chasanah Deni Saputra Endy Gunanto Endy Gunanto Marsari Endy Gunanto Marsasi Endy Gunawan Marsasi Evi Rosalina Widyayanti Farhan Alfredo Fatimatul Nur Wahidah Firdarini, Khoirunnisa Cahya Hendrawan, Henky Hendriarto Hendriarto Herdiyanti Heryadi, D. Yadi Insiatiningsih Jayanti, Ansri Judijanto, Loso Kartika Sugiarti Klemens Mere Kurniawan, Joan Laksamana, Anggi Lathifah Lanonci LAUNTU, ANSIR Lestari, Utami Puji Leuhery, Ferdy Linawati Linawati Linawati Linawati Linawati Linawati M. Joni Mabella Amanda Marsari, Endy Gunanto Maskikit, Coleta Mohamad Rizan Muda Setia Hamid Nawang Maulida Kuswanto Nur Widiastuti PA Andiena Nindya Putri Prabowo, Febrianto Priyastiwi Priyastiwi, Priyastiwi Priyastiwi, Priyastiwi Rahayu, Betty Ramli Semmawi Rismawati, Amelia Rosento sabil sabil, sabil Sarah Barqiah Setyawati, Naini Sihombing, R. Sally Marisa Siti Nurhayati Sofiati Sofiati Sofiati - Sofiati Sofiati Sofiati Sofiati, Sofiati Sofiati Subagio Sri Hartati Candra Dewi Subagio, Sofiati Suci Utami Wikaningtyas Suprapto Suprapto Sutrichastini, Ary Sutrischastini, Ary Sutrischastini, Ary Tirta Mulyadi Tri Apriyono Trinandari Prasetya Nugrahanti Utami Puji Lestari Widiastuti , Nur