Development of Artificial Intelligence as a Breakthrough for Personalization in Marketing
Andrii Kushnarevych, Daniela Kollárová · 2023
Personalization in marketing has been a buzzword for many years, but the development of artificial intelligence (AI) has opened up a wide range of new possibilities for truly personalized experiences. The concept of personalization involves tailoring marketing messages and experiences to individual customers based on their behavioural patterns. This article discusses the theoretical background of personalization, AI, machine learning, and the GPT model, and examines two examples of AI-powered personalization in marketing: personalized chatbots and personalized e-mailing. The main goal of our paper is to open the topic of new possibilities of personalization in marketing and for it to serve as a starting point for further research, both internal and external. The examples we provide already exist on the market and are possible to implement into the marketing strategy of a company or can be taken as a first step to a greater level of personalization.