Artificial Intelligence-Based Personalization in Digital Marketing Management: A Systematic Literature Review

Abstract

Artificial intelligence (AI)-based personalization has become one of the most dominant approaches in contemporary digital marketing management, yet the existing literature remains fragmented and lacks comprehensive integration. This study aims to map, synthesize, and systematically evaluate prior research on the application of AI in digital marketing personalization, particularly its impact on consumer behavior, marketing strategy effectiveness, and the accompanying ethical challenges. The method employed is a Systematic Literature Review following the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) protocol, conducted through searches across Scopus, Web of Science, and Google Scholar databases for publications between 2019 and 2025. After a selection process based on inclusion and exclusion criteria, relevant articles were thematically analyzed to identify trends, research gaps, and future research directions. The findings of this review are expected to provide a conceptual framework that can serve as a reference for academics and practitioners in designing effective and responsible AI-based digital marketing strategies.