AI-Powered Marketing: Transforming Consumer Engagement in the Digital Era

Authors

NOURI Hicham

Research Laboratory on New Economy and Development (LARNED), Faculty of Legal Economic and Social Sciences AIN SEBAA, Hassan II University of Casablanca,Morocco

DOI

https://doi.org/10.62241/ijemd.23.3042.2353

Abstract

Artificial intelligence's (AI) fast development has opened a new age of marketing marked by unmatched degrees of personalisation, automation, and data-driven decision-making. This study investigates how artificial intelligence (AI) technologies—from machine learning algorithms and chatbots to predictive analytics and recommendation systems—are changing customer interaction in digital marketing environments. We show the transforming power of artificial intelligence in improving consumer experiences, streamlining marketing efforts, and building brand loyalty by means of case studies, present industry practices, and academic research. Moreover, the study looks at ethical issues such data protection, algorithmic bias, and openness that follow AI use in marketing. Although artificial intelligence has great possibilities for invention and efficiency, we contend that a balance of technological capacity and responsible government should lead its incorporation into marketing plans. The study ends with advice for marketers and legislators on using artificial intelligence to create significant, trust-based connections with customers in the digital world

Pages

30-42

Citation