Artificial Intelligence (AI) has emerged as a transformative force in modern marketing, enabling businesses to deliver highly personalized and data-driven consumer experiences. This study examines the role of AI in developing advanced consumer personalization strategies, with a focus on enhancing customer engagement, satisfaction, and retention. The research is based on secondary data collected from academic literature, industry reports, and case studies, and adopts a qualitative approach to analysis. The study highlights how AI technologies such as machine learning, predictive analytics, and recommendation systems are used to analyze consumer behavior and preferences. A case study of Zomato is incorporated to demonstrate the practical application of AI in marketing. The findings reveal that Zomato effectively utilizes AI for personalized recommendations, targeted advertising, and real-time customer interaction, resulting in improved user engagement and operational efficiency. Furthermore, the research identifies key benefits of AI-driven marketing, including increased accuracy in targeting, cost efficiency, and enhanced decision-making. However, it also emphasizes the importance of ethical data usage and privacy considerations. The study concludes that AI-driven personalization is a critical component of contemporary marketing strategies and will continue to shape the future of consumer engagement.
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