AI as a Personalization Tool for Products in Marketing

Abstract

The article explores the revolutionary impact of artificial intelligence on marketing personalization, revealing how modern technological solutions enable companies to create a maximally individualized approach to each client. The primary focus is on innovative AI technologies such as machine learning, intelligent recommendation systems, and predictive analytics. To illustrate the effectiveness of the approach, the article presents case studies of the world's largest brands: Amazon, Netflix, Uber, and Starbucks, which have successfully implemented personalized marketing strategies. The analysis covers both the positive aspects of AI application in marketing — increased sales, customer loyalty formation, and targeted marketing — as well as potential risks: personal data protection issues, technological limitations, and the possibility of unintentional discrimination. The final part of the article is dedicated to promising development directions, including hyperpersonalization concepts, adaptation of marketing solutions for offline spaces, and the emerging trend of emotional marketing. CZU: 004.8:339.138; JEL: A1, M31, O1, O3