ARTIFICIAL INTELLIGENCE AND MACHINE LEARNING IN PERSONALISATION MARKETING: A LITERATURE REVIEW

Alim Hardiansyah; Loso Judijanto

doi:10.5281/zenodo.16811697

Authors

Alim Hardiansyah Universitas Sultan Ageng Tirtayasa, Indonesia Author
Loso Judijanto IPOSS Jakarta,Indonesia Author

DOI:

https://doi.org/10.5281/zenodo.16811697

Keywords:

Artificial Intelligence, Machine Learning, Personalised Marketing, Literature Analysis

Abstract

Artificial Intelligence (AI) and Machine Learning (ML) have rapidly developed in supporting personalised marketing strategies. This study focuses on a literature review to explore the role of AI and ML in enhancing the effectiveness of personalisation, such as big data processing, consumer behaviour analysis, and the provision of relevant recommendations. The analysis results indicate that these technologies can enhance customer experience and marketing campaign efficiency. However, challenges such as data privacy, ethics, and significant technological investments remain key concerns in their implementation. This study concludes that AI and ML offer great potential for data- driven personalisation marketing, while requiring ethical and adaptive approaches to maximise their benefits sustainably.

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