The Application of Artificial Intelligence in Personalized Marketing
DOI:
https://doi.org/10.54097/97dqqb96Keywords:
Artificial Intelligence, Personalized Marketing, User ProfileAbstract
With the all-around development of digital marketing and personalised advertising, artificial intelligence technology has now begun to change the structure of the marketing system to a certain extent. Systematically present the technical structure (data layer and algorithm layer) and basic application scenarios of AI in personalised marketing in this paper, such as user profiling and segmentation, personalised recommendation systems, intelligent pricing and promotion, and automated content production. Research has shown that AI can improve the conversion rate and increase the efficiency of user operation, but there are still problems such as a lack of transparency in algorithms, privacy risks, information cocoons, and a weakening of brand culture; in the future, efforts will be made to promote the sustainable and responsible development of personalised marketing by coordinating technological innovation with ethical governance.
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