BRIDGING PERSONALISED MARKETING WITH ARTIFICIAL INTELLIGENCE: AN ANALYSIS OF EVOLUTION AND FUTURE TRENDS

This paper examines the evolution and current state of personalised marketing, with a focus on the integration of artificial intelligence (AI) in this area. Personalised marketing is a prevalent trend in contemporary commercial environments, where AI's significant contribution is evident in enhancing products, targeted advertising, and identifying customer behaviour. The analysis explores the development of customised marketing, examining its progression from early instances in the 1980s and 1990s, through to advances in the era of big data and the emergence of social media, culminating in the current age of AI. It details how AI permits firms to gather and scrutinize extensive datasets, enhancing comprehension and reaction to consumer demands. The text explores personalised marketing, including the process of gathering and analysing data, creating customised content, delivering it to the target audience, and evaluating its effectiveness. It examines the various forms that personalised marketing can take, such as product suggestions, email communications, and loyalty programmes, while also underlining the importance of safeguarding customer privacy. Ethical concerns linked to this practice are also highlighted. The text adheres to the principles of objectivity and clarity. It concludes that the future of marketing communications is strongly connected to personalisation, which is closely tied to the ongoing progress of AI.