MBA Journals Peer-reviewed management research from Consortium e-Learning Network

NOLEGEIN Journal of Consumer Behavior & Market Research

Exploring the Transformative Impact of Artificial Intelligence on Customer Segmentation and Precision Targeted Advertising Strategies

  1. Sumit Jain

Abstract

The application of Artificial Intelligence (AI) in customer segmentation and targeted advertising has transformed modern marketing by enabling deeper insights and more personalized engagement with consumers. AI technologies, including machine learning, deep learning, and predictive analytics, allow businesses to analyze vast amounts of data and identify specific customer segments with remarkable accuracy. Unlike traditional methods that rely on broad demographic criteria, AI-driven segmentation incorporates behavioral, psychographic, and contextual data, creating nuanced customer profiles that enable highly relevant targeting. AI further enhances targeted advertising through real-time personalization, dynamically adapting ads to suit each consumer’s unique preferences and journey. By providing material that appeals to the individual, this strategy raises engagement rates and conversion rates. But there are drawbacks to using AI in marketing as well, like potential algorithmic biases and ethical issues with data privacy. AI system implementation calls for a large infrastructure and skill investment. Notwithstanding these challenges, the strategic benefits—better customer satisfaction, more efficient use of resources, and more ROI—underscore AI’s vital role in modern marketing. As AI technology continues to evolve, it promises even more precise and adaptable solutions for reaching customers effectively, setting new standards for customer-centric, data-driven marketing in a competitive landscape. This study explores these dimensions, highlighting both the potential and the complexities of AI’s role in shaping the future of customer segmentation and targeted advertising.
Support