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@article{184386,
        author = {Dr. Sajida Begum and Nadia},
        title = {Real-Time Relevance How AI Is Shaping Gen Z’s Hyper-Personalized Marketing World},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {4},
        pages = {1343-1349},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=184386},
        abstract = {Artificial intelligence (AI) has transformed personalization from a slow, data-driven process into an immediate, adaptive experience that evolves with every user interaction. For Generation Z (Gen Z)—a cohort defined by digital nativity, rapid attention shifts, and values-driven consumption—this transformation has rewritten the rules of brand engagement. This paper examines the tools, platforms, and strategies enabling real-time hyper-personalization, with case studies from TikTok, Spotify, and fast-fashion brands like SHEIN and Cider. It explores cross-cultural applications, the psychology behind personalization’s effectiveness, and the ethical concerns surrounding data privacy. The findings highlight that AI-powered personalization is no longer optional; it is an essential baseline for reaching Gen Z consumers globally. The report concludes with implications for marketers, emphasizing the integration of technology, creativity, and ethics.},
        keywords = {AI personalization, Gen Z marketing, recommendation engines, predictive analytics, ethical AI, real-time segmentation, cultural targeting, TikTok algorithm, Spotify playlists, SHEIN, consumer psychology.},
        month = {September},
        }