Published Paper Details:

By enabling brands to offer highly personalised experiences that increase engagement and loyalty, AI-driven personalisation is changing consumer-centric marketing. Artificial intelligence (AI) has evolved into an essential resource for marketing strategies as consumer demand for tailored interactions expands and data-driven insights help to build more important brand-customer links. Emphasising its relevance for contemporary brand engagement, the paper investigates how artificial intelligence is transforming personalisation. Emphasising its impact on consumer engagement, this research aims to provide a thorough review of the present literature on AI-driven personalisation. The paper compiles data from several sources to examine how AI technologies such as machine learning, predictive analytics, and natural language processing improve marketing strategies by means of tailored advertising, personalised recommendations, and dynamic content distribution. This study uses journal studies and scholarly research articles for a meticulous examination of the literature. To ensure an in-depth examination of the topic, sources were selected for their relevance to AI-driven personalisation and brand interaction. Studies show that by developing deeper connections, increasing brand loyalty, and improving customer experiences, AI-driven personalisation greatly improves consumer-brand interactions. Still, major determinants of customer trust are data privacy concerns, questions of ethics, and algorithmic biases. This paper synthesises critical insights to improve comprehension of AI's function towards sustainable consumer-centric marketing and offers brands solutions to personalisation concerns. Future research should look at consumer opinions on trustworthy AI frameworks, consumer personalisation of AI, and the combination of AI with subsequent technologies to improve marketing methods