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It’s against this backdrop that this paper seeks to determine the awareness, usage, and effect of artificial intelligence (AI) on marketing. The sample of participants was comprised of 180 completers of the structured survey which included questions on identities and avatars, and knowledge about AI applications and their opportunities and threats. The study shows that there is strong positive effect of personalization through AI on consumer interactions that confirms the role of AI in improving customer satisfaction. Nevertheless, the issues of data protection and ethical loss will always be a major challenge when businesses consider the future of AI in marketing.

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AI-Driven Marketing: Transforming Consumer Engagement and Personalization—a Survey

  • 章节

  • 发表日期：

    2025年

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  • Ayman Bassam Nassoura,
  • Mahmoud Abouraia,
  • Hothefa Shaker

摘要

It’s against this backdrop that this paper seeks to determine the awareness, usage, and effect of artificial intelligence (AI) on marketing. The sample of participants was comprised of 180 completers of the structured survey which included questions on identities and avatars, and knowledge about AI applications and their opportunities and threats. The study shows that there is strong positive effect of personalization through AI on consumer interactions that confirms the role of AI in improving customer satisfaction. Nevertheless, the issues of data protection and ethical loss will always be a major challenge when businesses consider the future of AI in marketing.