Research on Personalized Marketing Strategies for Enterprises under the Background of Artificial Intelligence

School of Business Administration, Huaqiao University, Quanzhou, Fujian, 362000, China

^* Corresponding author: 2216108040@stu.hqu.edu.cn

Abstract

Nowadays, as society steps into the digital era, the development speed of artificial intelligence is astonishing, which has changed the dissemination pattern of traditional marketing. However, artificial intelligence still has some technical limitations. This article focuses on the personalized marketing strategies of enterprises in the context of artificial intelligence, mainly discussing how enterprises can utilize artificial intelligence technology to achieve precise, efficient, and consumer-demand-aligned marketing dissemination results. This article concludes that artificial intelligence can precisely understand user profiles through big data analysis, thereby conducting personalized customization for product content. Subsequently, it implements precise push to enhance marketing efficiency, and the return on investment ratio has also improved. However, the application of artificial intelligence also faces challenges, such as data privacy and algorithm bias. Based on this, this article makes the following suggestions: enterprises need to do a good job in data management and risk prevention in advance. They should apply artificial intelligence technology more reasonably and optimize marketing strategies to make brands more competitive and promote the sustained and stable development of marketing dissemination.