Advance Sustainable Science, Engineering and Technology (ASSET)
Vol. 7 No. 2 (2025): February-April

Artificial Intelligence in Personalized Marketing: Strategies for Enhancing Consumer Engagement

Syaharuddin (Unknown)
Hidayanti, Nur Fitri (Unknown)
Iswanto, Dedy (Unknown)
Ningsih, Nurul Hidayati Indra (Unknown)

Article Info

Publish Date
30 Apr 2025

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. 

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Journal Info
Advance Sustainable Science, Engineering and Technology (ASSET)
Website

Abbrev

asset

Publisher

Universitas PGRI Semarang

Subject

Chemistry Computer Science & IT Control & Systems Engineering Electrical & Electronics Engineering Industrial & Manufacturing Engineering

Description

Advance Sustainable Science, Engineering and Technology (ASSET) is a peer-reviewed open-access international scientific journal dedicated to the latest advancements in sciences, applied sciences and engineering, as well as relating sustainable technology. This journal aims to provide a platform for ...