Naslov (eng)

The Impact of Artificial Intelligence on Creating a Personalized Consumer Experience

Autor

Mikić, Jelena
Gardašević, Jovana
Brkić, Ivana

Opis (eng)

Abstract: Artificial intelligence is fundamentally reshaping marketing by enabling hyper-personalized consumer experiences at scale, yet the mechanisms through which AI-driven personalization translates into measurable business outcomes remain insufficiently examined in the literature. This study combines a theoretical literature review with a qualitative case study of Orange, a global telecommunications company, to investigate the relationship between AI-based personalization and key performance indicators including conversion rates, customer engagement, satisfaction, and revenue growth. Analysis of Orange's Engage 2025 strategy, launched in 2019, reveals substantial performance improvements: package upgrades increased by 20%, subscription conversions by 35%, digital engagement by 40%, and cross- and upsell sales by 6%, while customer data platform campaigns demonstrated 360% greater efficiency than traditional media agency campaigns with cost-per-acquisition reduced sixfold. Year-on-year revenue growth in the digital, data, and AI segment reached 7% in 2024. Review examined how personalized experiences improve conversion and engagement, highly personalized services enhance user satisfaction, and AI recommendation systems are susceptible to bias when input data quality is poor or incomplete. These findings indicate that AI personalization is a significant driver of consumer engagement and revenue, while ethical challenges surrounding data privacy, algorithmic bias, and transparency necessitate robust regulatory and corporate governance frameworks.

Jezik

engleski

Datum

2026

Licenca

Ovo delo je licencirano pod uslovima licence
Creative Commons CC BY 4.0 - Creative Commons Autorstvo 4.0 International License.

http://creativecommons.org/licenses/by/4.0/legalcode

Predmet

Keywords: Artificial intelligence; personalization; consumer experience; marketing analytics; machine learning; customer engagement; predictive analytics.

Deo kolekcije (1)

o:1600

Radovi profesora i saradnika Fakulteta za ekonomiju i inženjerski menadžment