The Role of Artificial Intelligence and Machine Learning in Strengthening Personalized Digital Marketing for Consumer Intentions: A Review

Abstract

The rapid development of digital technologies has transformed marketing, with today's digital marketing revolving around personalization. One to One Digital Marketing has become a powerful facilitator with the help of Artificial Intelligence (AI) and Machine Learning (ML). Companies now have the ability to handle massive amounts of information from consumers, predict consumer behavior, and produce personalized content instantaneously. The paper is a review paper that discusses the use of AI and ML in improving personalized digital marketing via understanding, forecasting and shaping consumers' intentions. This article provides a concise overview of the latest studies on AI-driven personalization, consumer behavior analysis, recommendation systems, predictive modeling, and automated decision-making in digital marketing. It critically examines major AI and ML techniques, the application of AI and ML in digital marketing channels, the benefits of AI and ML for consumers and organizations and related concerns such as data privacy and algorithm bias, among others, and the ethical implications. The review also mentions emerging trends, future research directions, and strategic implications for marketers aiming to leverage AI personalization for enhancing customer engagement and intention. This paper helps to understand the impact of the digital economy of personalized digital marketing on AI and ML technologies by offering an overview of existing knowledge on this subject.