ARTIFICIAL INTELLIGENCE IN PRODUCT MARKETING: TRANSFORMING CUSTOMER EXPERIENCE AND MARKET SEGMENTATION

Abstract

This study, titled AI-Driven Insights for Product Marketing: Enhancing Customer Experience and Refining Market Segmentation, explored the transformative influence of artificial intelligence (AI) on modern marketing practices through a systematic synthesis of 72 peer-reviewed papers published between 2013 and 2023. Guided by the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) framework, the study examined how AI technologies including machine learning, natural language processing, neural networks, and predictive analytics reshaped data interpretation, customer engagement, and segmentation precision. The findings revealed that AI-driven marketing models enabled organizations to transition from intuition-based strategies to data-centric, adaptive, and predictive decision systems capable of delivering personalized experiences at scale. Across the reviewed literature, AI was found to enhance customer experience (CX) by integrating emotional intelligence and real-time feedback analytics, transforming traditional satisfaction metrics into dynamic, behavioral insights. Similarly, AI-based segmentation replaced static demographic categorizations with predictive micro-segmentation, allowing for continuous audience redefinition based on evolving contextual and behavioral patterns. The study also highlighted the emergence of algorithmic governance as an essential pillar for sustaining consumer trust, emphasizing fairness, transparency, and data privacy within AI-enabled marketing ecosystems. Ethical AI adoption, explainable models, and regulatory compliance were identified as vital determinants of credibility and brand reputation in digital environments. Furthermore, the interdisciplinary convergence of psychology, data science, and marketing theory positioned AI as both a technological and cognitive agent capable of understanding human intent and shaping responsive marketing strategies. Overall, the analysis concluded that AI-driven insights not only optimized marketing performance but also redefined the theoretical foundations of consumer engagement, establishing a new paradigm of intelligent, ethically governed, and culturally adaptive marketing systems that continuously evolve with global consumer behavior.