THE ROLE OF ARTIFICIAL INTELLIGENCE IN PERSONALIZED ADVERTISING AND CONSUMER TARGETING
Keywords:
artificial intelligence, personalized advertising, consumer targeting, digital marketing, machine learning, behavioral analyticsAbstract
Artificial intelligence (AI) has become a key driver of transformation in digital marketing, particularly in personalized advertising and consumer targeting. This study examines the role of AI-based systems in enhancing advertising effectiveness through data-driven personalization and predictive analytics. Using a systematic literature review, the research analyzes academic studies and industry reports on AI applications in marketing. The findings show that AI improves advertising efficiency by enabling precise audience segmentation, personalized content delivery, and real-time optimization, leading to higher engagement and conversion rates. However, challenges such as privacy concerns, data surveillance, and ethical risks are also identified. Overall, AI plays a central role in modern advertising but requires responsible and transparent use.
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