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@article{203446,
        author = {Neha Kakasaheb Thote and Dr. Syed Sumera Ali and A.G.Gaikwad and Dr. D.L. Bhuyar and Dr.G.B.Dongre},
        title = {AI-DRIVEN CUSTOMER SEGMENTATION AND PERSONALIZED TARGETING STRATEGIES USING MACHINE LEARNING TECHNIQUES},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {12},
        pages = {11551-11557},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=203446},
        abstract = {This research looks at how AI and ML are influencing modern marketing tactics including consumer segmentation and targeted personalisation. The study draws on secondary material gathered from scholarly publications, books, reports, and websites to provide a descriptive and conceptual analysis. Organisations may analyse customer behaviour, boost customer engagement, and enhance marketing performance with the use of artificial intelligence technology including neural networks, recommendation systems, machine learning algorithms, and predictive analytics. Personalisation in marketing relies heavily on data like demographics, social media engagement, past purchases, and web browsing habits. Problems highlighted in the research include insufficient technical knowledge, significant implementation costs, and worries about data protection. In sum, the research shows that personalised targeting methods powered by AI greatly aid in expanding businesses' reach, delighting customers, and gaining an edge in the online marketplace.},
        keywords = {Artificial Intelligence, Machine Learning, Customer Segmentation, Personalized Targeting, Predictive Analytics, Digital Marketing.},
        month = {May},
        }