AI-Driven Marketing Automation and Hyper-Personalization Strategies for Enhanced Consumer Engagement

Title

AI-Driven Marketing Automation and Hyper-Personalization Strategies for Enhanced Consumer Engagement

Creator

Kumari, Richa; Singh, Kartikeya

Description

The integration of artificial intelligence (AI) into marketing has revolutionized how businesses engage with consumers, allowing for hyper-personalized interactions and marketing automation. This paper explores the role of AI in driving consumer engagement through targeted strategies that leverage data analytics, machine learning, and predictive modelling. By enabling real-time personalization, AI tools optimize customer experiences, increase engagement, and improve conversion rates. The paper also addresses the challenges associated with data privacy and ethical considerations in AI-driven marketing. The findings suggest that AI-driven marketing can significantly enhance consumer loyalty and business performance when used responsibly and strategically. 2026, IGI Global Scientific Publishing. All rights reserved.

Source

Improving Consumer Engagement in Digital Marketing Through Cognitive AI;pp.153-176

Date

01-01-2025

Publisher

IGI Global

Coverage

Kumari R., Christ University, Bengaluru, India; Singh K., Christ University, Bengaluru, India

Rights

Restricted Access; Hardcopy may be available in the library

Relation

ISBN: 979-833733777-7; 979-833733775-3;

Format

online

Language

English

Type

Book chapter

Identifier

https://doi.org/10.4018/979-8-3373-3775-3.ch007

https://www.scopus.com/pages/publications/105022775051?origin=resultslist