MARKETING OF THE FUTURE: HOW AI-DRIVEN PERSONALIZATION IS TRANSFORMING CUSTOMER ENGAGEMENT

This article explores the transformational impact of artifi cial intelligence (AI)-driven personalization on modern marketing strategies and consumer behavior. It analyzes how machine learning algorithms, natural language processing, recommendation systems, and chatbots are shaping individualized customer experiences. Drawing on numerous global case studies (Netfl ix, Amazon, Starbucks, McDonald's), the study substantiates the infl uence of personalization on increased loyalty, conversion rates, and consumer satisfaction. Particular a* ention is given to current trends from 2023 to 2025, including hyper- personalization, dynamic pricing, and the integration of generative AI.