The Impact of AI-Driven Personalization on Consumer Engagement and Brand Loyalty in Digital Marketing

Abstract

Artificial Intelligence (AI) is revolutionizing digital marketing by enabling hyper-personalized consumer interactions. This study investigates how AI-driven personalization affects consumer engagement and brand loyalty. A structured questionnaire was administered to 150 participants across various demographics. Using statistical tools like regression and correlation analysis, the study found a strong positive relationship between AI personalization, consumer engagement (r = 0.68), and brand loyalty (r = 0.59). These findings underscore the need for ethical, transparent AI implementation to enhance user trust and brand competitiveness.