How Artificial Intelligence and Big Data are Shaping Hyper-Personalized Marketing Campaigns in E-Commerce
DOI:
https://doi.org/10.55737/rl.2025.44143Keywords:
Artificial Intelligence, Big Data, Hyper-Personalized Marketing, E-Commerce, Customer Engagement, Personalization Strategies, Marketing EffectivenessAbstract
The recent rapid development of the Artificial Intelligence (AI) and the Big Data analytics has changed the environment of the marketing of e-commerce, making it possible to develop hyper-personalized marketing strategies that can help companies to increase customer engagement, customer satisfaction, and business performance. This research paper examines how AI-based personalization processes and the use of Big Data affect the development of targeted marketing campaigns, how it influences consumer behavior and the effectiveness of marketing. A quantitative and cross-sectional research design was adopted where data were gathered using a sample of 350 randomly sampled e-commerce users using structured online questionnaires. To analyze the correlations between AI-based personalization and the use of Big Data, customer engagement, and the perception of marketing effectiveness, the descriptive, correlation, and regression analyses were used. The results show that AI and the Big Data are essential components of hyper-personalized marketing, and predictive recommendation systems, real-time behavioral tracking, and immersive technologies can improve consumer experiences and make their purchase decisions. The research also notes that trategic, operational, and ethical considerations, particularly transparency, data security, and responsible practices, are vital for consumer trust in personalised marketing approaches. These findings have indicated that e-commerce companies using sophisticated analytics and smart systems can attain excellent marketing performance, enhanced customer retention, and competitive advantage. The study gives a detailed insight into how AI and Big Data would affect personalization in e-commerce and offers realistic data with regards to companies looking at the best way of maximizing hyper-personalized marketing campaigns.
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