Artificial intelligence (AI) has emerged as a key driver of digital transformation in marketing, enabling brands to create highly personalized and data-driven advertising campaigns. However, despite the rapid adoption of AI technologies, there remains a need to better understand its impact on customer satisfaction and long-term consumer behavior. This study aims to provide a comprehensive review of the existing literature on AI-driven personalization in marketing campaigns, particularly focusing on how AI enhances customer segmentation and engagement. This systematic review was guided by the principles of PRISMA. In doing so, 36 studies were analyzed, and suggestions were made for future studies. The findings reveal that while AI has significantly improved the precision of targeting and content customization, gaps exist regarding the ethical implications of AI, such as concerns over data privacy, algorithmic transparency, and the potential reduction of human roles in marketing. Furthermore, while AI's role in increasing immediate customer satisfaction is well-documented, its long-term effects on consumer trust and loyalty are still unclear. This review not only synthesizes the current empirical evidence on AI in marketing but also identifies critical gaps in the literature. These findings highlight the need for further research into responsible AI adoption, the ethical dimensions of AI marketing, and the sustainable use of AI technologies to foster deeper consumer relationships.