Abstract

This study explores the role of AI-powered analytics in transforming product marketing, focusing on how AI-driven tools enhance customer experience, optimize market segmentation, and drive personalized engagement. Through a mixed-methods approach, we assess the effectiveness of AI tools, including Salesforce Einstein, IBM Watson, Google Analytics 360, and Microsoft Azure ML, in refining segmentation strategies, improving customer satisfaction, and enabling real-time adjustments. Our findings indicate that AI enables precise behavioral, predictive, and sentiment-based segmentation, which significantly enhances customer engagement and conversion rates. However, the study also underscores the need for ethical considerations, as AI’s reliance on personal data raises concerns regarding privacy and algorithmic bias. Companies that integrate transparent, ethical practices into their AI strategies are better positioned to build sustainable customer relationships and foster brand loyalty. This research contributes to understanding AI’s potential in marketing while highlighting the balance between leveraging technology and maintaining ethical standards