The aim of this thesis is to explore the impact of AI on personalization and customer experience in the context of marketing, noting how AI influenced various aspects of the marketing field over the years and how it will play a major role in shaping its future.

The thesis first defined various concepts and notions necessary before an understanding of the role can be established notably personalization and customer experience and how AI has proved itself a major factor in its effectiveness as they themselves are a major factor in the bigger context of marketing, then the thesis gave a brief look into the history of AI in marketing, its various current AI techniques used, as well as its potential future implementation.

The methodology used mainly relied on existing and trusted academic articles and various research papers, as well as presenting various case studies especially in the present AI techniques section, to understand the role of AI in personalization as well as customer experience then parallels were drawn to the major role of AI in marketing from this understanding.

Based on the analysis, businesses are recommended to invest in skills and resources for effective implementation of AI-powered personalization. Ethical considerations and data privacy should be prioritized, along with change management strategies to overcome resistance to AI adoption.