Abstract <p>In the context of digital transformation and the growth of data volumes, artificial intelligence is becoming a key factor in changing the logic of forming marketing strategies, especially in high-tech industries. Personalization, previously considered primarily as a tool for adapting communications, is gaining strategic importance in modern conditions and is increasingly based on algorithmic solutions. The purpose of this article is to analyze the impact of artificial intelligence on the personalization of marketing strategies in the field of high technology and to substantiate the conceptual model of AI-oriented personalization. The methods of analysis and systematization of scientific sources, conceptual modeling, and logical-structural analysis are used as a methodological basis. As a result of the research, key areas of transformation of marketing strategies under the influence of artificial intelligence have been identified, and a multilevel personalization model has been proposed that integrates analytical, operational, and strategic aspects of decision-making. The findings expand the theoretical understanding of the role of artificial intelligence in marketing and can be used in the development of marketing strategies for high-tech enterprises.</p>