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AI-Driven Marketing Automation and Hyper-Personalization Strategies for Enhanced Consumer Engagement
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Author(s): Richa Kumari (Christ University, Bengaluru, India)and Kartikeya Singh (Christ University, Bengaluru, India)
Copyright: 2026
Pages: 24
Source title:
Improving Consumer Engagement in Digital Marketing Through Cognitive AI
Source Author(s)/Editor(s): Hamed Nozari (Bio10, Dubai, UAE), Sepideh Samadi (Heriot-Watt University, UAE)and Stavroula Kalogeras (Heriot-Watt University, UAE)
DOI: 10.4018/979-8-3373-3775-3.ch007
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Abstract
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.
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