Real-time personalization automation through artificial intelligence in marketing [Automatización de la personalización en tiempo real a través de la inteligencia artificial en marketing]
DOI:
https://doi.org/10.62574/rmpi.v6iespecial.481Keywords:
artificial intelligence, marketing, e-commerceAbstract
This study focuses on the automation of personalisation in marketing through AI, applied to the supermarket sector. The objective was to evaluate how AI enhances the customer experience and optimises digital marketing strategies, using a mixed methodology involving surveys, document review and direct observation. The results indicate that most consumers perceive a notable increase in the quality of their online shopping experience thanks to personalisation, highlighting the crucial role of AI in this progress. While a significant proportion of participants express their willingness to share their personal data in order to receive offers, they express certain reservations regarding privacy. The research concludes that, although the automation of personalisation offers great operational and service benefits, its ultimate success depends on the ability of companies to manage data properly and maintain transparency.
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Copyright (c) 2026 Wendy Estefanía Lozada-Hidalgo, Mariella Johanna Jácome-Ortega, Dayana Yasmín Murillo-Párraga
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