THE IMPACT OF AI ON PERSONALIZED CONTENT MARKETING
THE IMPACT OF AI ON PERSONALIZED CONTENT MARKETING

Summary/Abstract: In the last two decades, we have witnessed a rapid growth of changes taking place all around us under the influence of technological development. A consequence of technological development is innovation, which is a key factor in every industry, including marketing communications. One of the most significant innovations in marketing is the use of artificial intelligence (AI). Modern digital transformations and accelerated technological development have positioned artificial intelligence (AI) as one of the most powerful drivers of change in marketing strategies, especially in the domain of personalized content marketing. Today, in the global digital market, consumers are flooded with information from an endless supply of sources, making content marketing an indispensable tactic for businesses trying to establish a connection with their customers, increase brand recognition and encourage expansion. Content marketing provides value to the consumer instead of attractive sales and advertising. The way digital content is conceived, produced and distributed across sectors has been fundamentally transformed by artificial intelligence, which has established itself as a deeply disruptive factor in contemporary content creation processes. This research paper focuses on the complex intersections between artificial intelligence, creative expression and productive capacities, analyzing the implications for the quality and innovation of final media products. Artificial intelligence, as a key catalyst for digital evolution, is redefining the role of content creators, offering the potential for process optimization, but at the same time raising questions related to authenticity, ethical standards and sustainability of new media formats. Only through a deep understanding and adaptation to these transformations will businesses be able to fully capitalize on the benefits of AI. This research paper aims to analyze the role and impact of AI in the creation, optimization and distribution of personalized content in the context of modern consumer markets. The focus is on how machine learning algorithms, recommendation systems, and big data analytics enable brands to identify specific consumer needs, preferences, and behaviors in order to precisely tailor marketing messages. This paper contributes to the current scientific and professional literature by examining the potential and challenges of integrating AI into the process of creating personalized content, while emphasizing the importance of ethical application of these technologies. Identifying best practices and adapting AI tools to market dynamics is a key strategic opportunity for businesses seeking to secure a competitive advantage in the digital age.

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