Artificial Intelligence-Driven Marketing Strategy Optimization: Innovative Convergence of Big Data and Personalized Marketing

Weiqing Yan

2025

Abstract

Personalised marketing has become one of the core strategies of modern marketing. The core question of this study focuses on how to take advantage of artificial intelligence and big data to improve the efficiency of personalised marketing while maintaining data privacy and security. The specific application of artificial intelligence in personalised marketing is analysed in detail through the literature analysis method. Through big data analysis, consumer needs can be understood more effectively, and more targeted marketing strategies can be developed, thus improving marketing effectiveness and customer satisfaction. However, the application in personalised marketing also faces some issues. Among them, data security and privacy are among the most critical issues. To develop AI systems, a large amount of personal data needs to be collected and analysed, which raises concerns about the privacy and security of user information. Aiming at these problems, this paper puts forward a series of suggestions. Firstly, enterprises should establish a perfect data management system to ensure the quality and security of data. Secondly, enterprises need to build a ‘balance model between data privacy protection and personalised marketing’ to jointly develop marketing strategies and continuously optimise personalised marketing algorithm models.

Paper Citation

in Harvard Style

Yan W. (2025). Artificial Intelligence-Driven Marketing Strategy Optimization: Innovative Convergence of Big Data and Personalized Marketing. In Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM; ISBN 978-989-758-791-7, SciTePress, pages 45-50. DOI: 10.5220/0014053500004942

in Bibtex Style

@conference{apmm25,
author={Weiqing Yan},
title={Artificial Intelligence-Driven Marketing Strategy Optimization: Innovative Convergence of Big Data and Personalized Marketing},
booktitle={Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM},
year={2025},
pages={45-50},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0014053500004942},
isbn={978-989-758-791-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM
TI - Artificial Intelligence-Driven Marketing Strategy Optimization: Innovative Convergence of Big Data and Personalized Marketing
SN - 978-989-758-791-7
AU - Yan W.
PY - 2025
SP - 45
EP - 50
DO - 10.5220/0014053500004942
PB - SciTePress