The Role of AI and Machine Learning in Personalised Digital Marketing: Transforming Customer Engagement and ROI

Abstract

Digital Marketing—AI and ML Digital Marketing — Due to AI and ML advances, consumers face an era of unprecedented individualisation. The power of AI and ML is to analyse large datasets, recognise trends, and provide recommendations that improve marketing is what this transformation is about. Predictive analytics, intelligent automation, and real-time data processing helps businesses design more engaging, relevant, and delivered marketing campaigns in a meaningful manner. In addition, these technologies also enhance resource optimisation, decision-making and also yield a substantial enhancement in ROI. While these have proven to be useful benefits for various digital marketing campaigns, the adoption of AI and ML has not come without its own set of challenges, which include ethics and data privacy, as well as the need for skilled talent. The task of digital marketing is transformed continuously, driven by technology advances as well as consumer behaviour; digital marketing covers all aspects of marketing that use the Internet. This article addresses the different dimensions of AI & ML dimensions and their advantages and disadvantages in the field of digital marketing and how these technologies have transformed customer engagement and ultimately success.

Keywords: Artificial Intelligence (AI), Machine Learning (ML), Return on Investment (ROI)

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