Artificial Intelligence in Digital Marketing: Quantitative Analysis of Its Impact on Customer Personalization
Artificial Intelligence in Digital Marketing: Quantitative Analysis of Its Impact on Customer Personalization

Summary/Abstract: The objective of this research is to systematically and quantitatively analyze the impact of artificial intelligence (AI) on customer personalization within digital marketing, using the PRISMA methodology. To this end, research was conducted in the Scopus and Web of Science databases, using the following keywords: artificial intelligence, digital marketing, and customer personalization. Initially, 44 documents were identified; however, after applying the inclusion criteria, 18 studies were deemed eligible for further analysis. The findings indicate that artificial intelligence (AI) has profoundly transformed marketing strategies, enabling the customization of content, services, and experiences to individual consumer needs in real time. Automated personalization has been demonstrated to enhance the efficacy of marketing campaigns, thereby fostering enhanced customer loyalty and satisfaction. Advancements were identified in conversational marketing, predictive systems, data analytics, and process automation, which serve to strengthen the company-consumer relationship. However, ethical challenges related to data privacy and algorithmic transparency are also recognized. It is concluded that artificial intelligence represents a strategic opportunity to design more relevant, dynamic, and user-centered customer experiences, provided that its implementation is carried out under ethical principles and digital responsibility. This review makes a significant contribution to the field of digital marketing by providing a systematic overview of the current state of knowledge in this area and by proposing new research directions that explore the interaction between artificial intelligence (AI) and personalization in commercial contexts.

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