Artificial Intelligence Techniques in Precision Marketing: A Multi-criteria Analysis and Comparative Study

Abstract

The incorporation of AI techniques has assumed a critical role in enhancing marketing strategies and ensuring sustained business growth. AI, armed with well-curated data and effective training, exhibits the capability to anticipate consumer preferences and deliver recommendations, thereby enabling precise marketing. Through the application of AI methods, precision marketing enables personalized interactions between businesses and customers. It attracts potential clients, offers tailored marketing recommendations to high-value customers, and ultimately reduces marketing costs. Thus, this paper aims to conduct a comprehensive analysis of the chosen methods using a predefined set of criteria. The comparative study will commence by introducing each method, followed by the selection of criteria for comparison. To obtain results, a multi-criteria comparative methodology has been adopted, which aligns perfectly with our objectives. The outcomes obtained from this evaluation will expose the strengths and weaknesses of each algorithm, thereby identifying areas for potential future improvements.