UNDERSTANDING CUSTOMER JOURNEYS: A SYSTEMATICLITERATURE REVIEW OF AI-POWERED MARKETINGPERSONALIZATION

Abstract

This article explores the role of artificial intelligence in aiding personalizedengagement marketing. To accomplish this, we conducted a systematic literature review,examining relevant articles and papers from various sources and adhering to PRISMA(Preferred Reporting Items for Systematic Reviews) methodology. Furthermore,employing VOS Viewer to visualize the bibliographic data sets and gain insights into theresearch landscape. The result found that AI has a significant impact on marketingpersonalization by enabling tailored customer engagement and curated experiences. Itimproves the effectiveness of targeting and segmentation strategies by analysing largevolumes of customer data and identifying patterns and preferences. This enables marketersto deliver personalized content, recommendations, and offers to individual customers inreal-time. Challenges in implementing AI-powered marketing personalization include dataprivacy concerns, ethical considerations, and the need for skilled professionals who caneffectively utilize AI technologies. Therefore, there is a need to develop ethical guidelinesand regulations for AI-powered marketing personalization to ensure responsible and fairpractices. Moreover, stakeholders need to prioritize ethical considerations and developguidelines to ensure transparency, privacy, and fairness in AI-powered marketingpersonalization. To conclude, the future of AI in marketing personalization is set totransform how businesses interact with their customers, offering unmatched levels ofpersonalization and influencing the development of marketing strategies. As businessesnavigate this landscape, it is crucial to adopt AI while maintaining ethical principles andnurturing human connections within marketing practices.