Effectiveness of AI-Powered Marketing Automation in Enhancing Customer Engagement

Abstract

This study examines the effectiveness of AI-powered marketing automation in enhancing customer engagement within digital environments. Using a secondary research approach, the study analyses existing literature on AI-driven personalisation, predictive analytics, automated communication and customer interaction patterns. Findings indicate that AI significantly improves engagement by enabling faster responses, higher personalisation accuracy and consistent communication across touchpoints. AI tools also support proactive engagement by anticipating customer needs and delivering timely recommendations. However, the effectiveness of these systems is influenced by factors such as data quality, customer trust, organisational readiness and industry context. While AI enhances operational efficiency and interaction depth, challenges such as algorithmic bias, privacy concerns and lack of human empathy may limit its impact. Overall, the study highlights AI’s strong potential for strengthening customer–brand relationships when implemented strategically and ethically.