ARTIFICIAL INTELLIGENCE AS A SUPPORT FOR DIGITAL MARKETING STRATEGY PERSONALIZATION: A SYSTEMATIC LITERATURE REVIEW
Keywords:
Artificial Intelligence, Digital Marketing, Personalization, Machine LearningAbstract
The utilization of Artificial Intelligence (AI) in digital marketing has continued to expand. However, existing studies remain fragmented, necessitating a comprehensive understanding of its role in marketing personalization. This study employs a Systematic Literature Review (SLR) method on publications from 2020–2025 to analyze the contribution of AI in supporting the personalization of digital marketing strategies. The literature was selected using the PRISMA and PICO frameworks and subsequently analyzed thematically, with quality appraisal conducted using the Mixed Methods Appraisal Tool (MMAT). The findings indicate that the effectiveness of AI-based personalization is determined by the quality of consumer data, AI’s analytical and predictive capabilities, content personalization strategies, as well as ethical and privacy considerations. AI has been shown to enhance message relevance, consumer engagement, and loyalty, although it continues to face challenges such as data integration, human resource readiness, implementation costs, and privacy concerns. This study also identifies research gaps related to the long-term impacts of AI-driven personalization on consumer trust and ethical issues, which remain underexplored.
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