The Muamalat Newsletter Vol.1 2023

FEM Newsletter | June 2023 38 The Future of AI inMarketing: LeveragingPredictiveAnalytics &Personalization toDrive GrowthandCustomer Engagement Author: Mohammad Noorizzuddin Nooh Faculty of Economics & Muamalat Universiti Sains Islam Malaysia Introduction Marketing has experienced a rapid transformation thanks to artificial intelligence (AI). AI has emerged as a crucial tool for marketers to develop targeted campaigns that resonate with each customer’s particular preferences and behaviour as demand for personalised experiences grows. Data analysis, personalization, and automation are just a few of the cutting-edge solutions offered by AI that can simplify repetitive tasks, offer actionable insights, and improve the customer experience. AI’s implications for marketing are vast, and its advantages are undeniable as it develops. In order for marketers to stay competitive, this article examines the significance of AI in marketing, as well as its advantages and potential future effects. Benefits of AI in Marketing By offering a variety of cutting- edge solutions that are advantageous to marketers, artificial intelligence (AI) has completely altered the marketing