Influencer Marketing Redefined: The Era of AI-Powered Personalization

Integrating Artificial Intelligence (AI) with social media algorithms is pivotal in optimizing content visibility and engagement across platforms. By leveraging AI's analytical power, marketers can predict which content will perform best, aligning campaigns with audience preferences and boosting success rates. This study investigates the impact of AI-driven personalized content on customer engagement and purchase intentions in the marketing industry. We examined how AI-driven personalization maximizes customer engagement and influences purchasing behavior through surveys administered to 322 followers who consume social media content and have purchased products through that content or social media influencers. The research highlights the positive interactions between influencers and followers, demonstrating the significant impact of tailored content on brand awareness and consumer decision-making. These insights are valuable for influencers, marketers, and customers. Influencers can refine their content strategies to engage their audience better, resulting in stronger follower relationships and increased influence. Marketers gain a deeper understanding of how AI personalization can enhance campaign effectiveness, leading to higher customer engagement and sales. Customers benefit from more relevant and appealing content, improving their overall experience and satisfaction. The findings of the study could be utilized by marketers to improve influencer campaigns, elevate customer engagement, and bolster brand awareness, driving sales in the digital marketing environment.