Artificial Intelligence in Marketing and Personalised Customer Experiences

Abstract

Artificial intelligence has developed from a specialised computational technology into a central component of contemporary marketing strategy. Organisations increasingly apply machine learning, predictive analytics, natural language processing, recommender systems, computer vision, conversational agents and generative artificial intelligence to understand consumers, automate marketing activities and personalise customer experiences. This article critically examines the relationship between artificial intelligence in marketing and personalised customer experiences. It synthesises recent and foundational literature to explain how artificial intelligence influences customer acquisition, segmentation, targeting, communication, service delivery, engagement, satisfaction, trust and loyalty. The discussion indicates that artificial intelligence can improve customer experiences by reducing search costs, anticipating customer needs, delivering contextually relevant recommendations, enabling real-time interactions and creating continuity across digital and physical channels. However, the beneficial effects of personalisation are neither automatic nor universally experienced. Excessive data collection, algorithmic opacity, intrusive recommendations, discriminatory outcomes, inaccurate predictions and the replacement of empathetic human interaction may reduce trust and stimulate customer resistance. The article therefore argues that effective artificial-intelligence marketing requires a balanced socio-technical approach in which technological capabilities are integrated with human judgement, ethical governance, explainability, privacy protection and customer control. Particular attention is given to the implications of artificial-intelligence marketing for emerging markets, where uneven digital infrastructure, language diversity, limited regulatory enforcement and differences in consumer literacy influence the effectiveness of personalised systems.