ROLE OF ARTIFICIAL INTELLIGENCE IN ENHANCING CUSTOMER ENGAGEMENT IN DIGITAL MARKETING

In the present era, Artificial Intelligence has emerged as a new technology in digital marketing by improving customer engagement and personalized interactions. Tools like chatbots helps businesses understand consumer behavior and deliver them with customized contents. This study examines the role of Artificial Intelligence in improving customer engagement in digital marketing using secondary data sources available in online mode. . Quantitative techniques such as correlation, regression, and chi-square are used for analysis. The study highlights how AI helps businesses predict customer preferences and design targeted marketing strategies.