Analysis of the Effectiveness of Artificial Intelligence in the Personalization of Marketing Strategies

Abstract

The relevance of this study lies in the need to assess the real effectiveness of AI in these areas, especially given the growing reliance on artificial intelligence-based technologies in the marketing sector. Traditional marketing personalization methods, limited to basic segmentation, struggle to capture the full complexity of consumer behavior, leaving gaps that AI can fill through real-time data analysis, behavioral insights, and dynamic content adaptation. The purpose of this article is to analyze the effectiveness of AI-based personalization compared to traditional methods, specifically focusing on key performance indicators (KPIs) that quantify engagement, conversion rate, and customer retention. Methods: analysis, synthesis, generalization, systematization, and review of scientific literature. The results indicate that AI-based personalization significantly outperforms traditional methods across all measured key performance indicators (KPIs), noticeably enhancing click-through, conversion, and customer lifetime value metrics. Specifically, AI-based strategies resulted in an average improvement of 20-30% in engagement metrics and a 15-25% increase in conversion rates. These improvements stem from AI’s ability to analyze and respond to real-time data, allowing companies to present content, products, and offers that align with individual user behavior and preferences. The study’s findings emphasize the impact of automation and predictive capabilities in providing timely, relevant experiences that drive customer satisfaction and loyalty. Conclusions. The study confirms the effectiveness of AI in the personalization of marketing strategies, with AI-based personalization proving not only more precise and responsive than traditional approaches but also more scalable. As AI technology continues to advance, the ability to dynamically adapt to consumer preferences in real time will become even more critical, making AI an indispensable tool in the ongoing pursuit of marketing effectiveness and customer-centricity.