Ramadevi Puli 02 02 The rapid proliferation of Artificial Intelligence AI technologies has profoundly transformed modern marketing enabling unprecedented levels of personalization in consumer engagement This paper examines the role of AI in developing and optimizing personalized marketing strategies exploring how machine learning algorithms natural language processing predictive analytics and recommendation systems are reshaping the way businesses understand and interact with their target audiences A mixedmethod research design was adopted incorporating primary data collected through structured questionnaires administered to 200 respondents and secondary data sourced from peerreviewed journals industry reports and digital marketing databases Statistical tools including descriptive analysis chisquare tests and Likert scale analysis were employed to interpret respondent perceptions on AIdriven marketing effectiveness trust privacy concerns and purchase intent Findings reveal that a majority of consumers perceive AIpowered personalization as relevant and influential in their purchase decisions while significant concerns persist regarding data privacy andalgorithmictransparency The study concludes with strategic recommendations for businesses to balance personalization effectiveness with ethical AI deployment Copyright (c) Journal of Science Engineering Technology and Management Science. All rights reserved 2026