Thesis Abstract

Abstract
This thesis explores the application of artificial intelligence (AI) in enhancing personalized marketing strategies within the contemporary business landscape. The integration of AI technologies has revolutionized the way companies engage with their customers, enabling them to deliver tailored and targeted marketing campaigns at scale. This study aims to investigate the effectiveness of utilizing AI in developing personalized marketing strategies to enhance customer engagement, increase brand loyalty, and drive business growth. Chapter One provides an introduction to the research topic, outlining the background of the study, problem statement, objectives, limitations, scope, significance, structure of the thesis, and definition of terms. The introduction sets the stage for the exploration of AI-driven personalized marketing strategies and their impact on modern businesses. In Chapter Two, a comprehensive literature review is conducted to analyze existing research and scholarly works related to AI in marketing, personalized marketing strategies, customer relationship management, machine learning, data analytics, and the role of technology in shaping consumer behavior. This chapter delves into ten key themes that provide a solid theoretical foundation for the subsequent chapters. Chapter Three focuses on the research methodology employed in this study, detailing the research design, data collection methods, sampling techniques, data analysis procedures, ethical considerations, and the theoretical framework guiding the research process. The methodology chapter aims to provide a clear and systematic approach to investigating the research questions and achieving the study objectives. Chapter Four presents an in-depth discussion of the findings derived from the empirical research conducted in this study. The analysis of the data collected reveals insights into the effectiveness of AI-driven personalized marketing strategies in improving customer engagement, enhancing brand loyalty, and driving business performance. The chapter also explores the challenges and opportunities associated with implementing AI technologies in marketing practices. Finally, Chapter Five concludes the thesis by summarizing the key findings, discussing their implications for theory and practice, highlighting the contributions of the study to the field of marketing, and suggesting recommendations for future research. The conclusion underscores the importance of leveraging AI technologies to create personalized marketing strategies that resonate with customers and deliver tangible business outcomes. In conclusion, this thesis contributes to the growing body of knowledge on the application of artificial intelligence in marketing and provides valuable insights for businesses seeking to enhance their marketing efforts through personalized strategies. The findings of this study offer practical guidance for marketers and decision-makers on leveraging AI technologies to create more meaningful and impactful interactions with customers in an increasingly digital and data-driven marketing environment.

Thesis Overview