Understanding Customer Journeys: A Systematic Literature Review of AI-powered Marketing Personalization

Abstract

This article explores the role of artificial intelligence in aiding personalized engagement 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 the research landscape. The result found that AI has a significant impact on marketing personalization by enabling tailored customer engagement and curated experiences. It improves the effectiveness of targeting and segmentation strategies by analysing large volumes of customer data and identifying patterns and preferences. This enables marketers to deliver personalized content, recommendations, and offers to individual customers in real-time. Challenges in implementing AI-powered marketing personalization include data privacy concerns, ethical considerations, and the need for skilled professionals who can effectively utilize AI technologies. Therefore, there is a need to develop ethical guidelines and regulations for AI-powered marketing personalization to ensure responsible and fair practices. Moreover, stakeholders need to prioritize ethical considerations and develop guidelines to ensure transparency, privacy, and fairness in AI-powered marketing personalization. To conclude, the future of AI in marketing personalization is set to transform how businesses interact with their customers, offering unmatched levels of personalization and influencing the development of marketing strategies. As businesses navigate this landscape, it is crucial to adopt AI while maintaining ethical principles and nurturing human connections within marketing practices.